Análisis y seguimiento de las redes sociales en las emisoras de radio de Ecuador

Abstract

Traditional media are currently in the middle of a fast structural change, beset by the emergence of new communication technologies, and the emigration of their audiences to other forms of reception and use of them. The emergence and popularization of the so-called social media, which audiences have got much more facilities of use, adaptation, participation and interaction, has completely changed the media landscape. Given this expansion and mutation called media environment, traditional media organizations have had no choice but to join the change and take advantage of these new technologies. The networks of social interaction are essential part of this new social platform that has revolutionized the surrounded ecosystem, especially for the media, that are obliged to use these tools. Therefore, this research is focused on track to radio stations in Ecuador with the purpose of knowing what the management is and their participation into the major digital networks