Estrategias comunicativas para desarrollar la gestión cultural en la productora música ecuatoriana de mundo

Abstract

This qualitative research contextualizes the current state of the Ecuadorian cultural sphere in order to elaborate a Communication Plan for the Producer Música Ecuatoriana de Mundo (MEM). This methodological planning guide allows the development of the organization's Cultural Management based on eight steps: Diagnosis, objectives, segmentation of the public, determination of the message, design of the actions, selection of the channels, delimitation of the deadlines, and budget. This work is elaborated under the line of Communication and Development, from the socio-critical paradigm, where Interculturality is identified as the vision and intentionality from which the project and the proposed strategies are created; it is also supported by educommunicative processes as a way of linking pedagogical processes from social theory and critical philosophy. For this reason, the data collection technique used for the collection of information is the in-depth interview, since it represents a direct way of approaching a reality. The previous inquiry allows the creation of fourteen assertive strategies, ideal to be applied directly in the MEM Production Company, together with an adequate communication team.