Análisis de contenido con base en la estrategia comunicativa de tucancha.ec

Abstract

The present research focuses on analyzing the communication strategy employed by tucancha.ec, an Ecuadorian digital sports media outlet, and its influence on active audience participation during the semifinals of the Ascenso Nacional Masculino Ecuabet 2023. Using a methodological approach that combines content analysis and metric evaluation, the key elements of the communication strategy, the diversity of formats and approaches used, and the level of follower participation in terms of interactions were examined. The results revealed the effectiveness of tucancha.ec communication strategy, evidenced by the consistent use of graphic elements that reinforce the media's identity, the implementation of three main sub-strategies (general championship expectations, match-specific expectations, and match results), and an effective adaptation to the particularities of digital platforms. Additionally, a high level of positive interactions from the audience was observed, reflecting their interest and satisfaction with the content offered. The study highlights the importance of a solid communication strategy in the digital environment to generate engagement and promote active audience participation in second-tier sports events. The findings provide valuable insights for other sports media outlets seeking to strengthen their relationship with followers and position themselves as leaders in their field