La práctica de comunicación desarrollo de radio mensaje para el desarrollo comunitario en Cayambe.

Abstract

The present research work addresses the practice of Communication of Radio Message for Community Development in Cayambe. The main reason is to investigate what level of incidence the program "Luciérnaga Comunitaria" has, as part of the programming of Radio Mensaje, in the development of the community "Paquiestancia" and, in that way, to establish if the programming of, and the mentioned program, promote changes in favor of the community, socially, culturally and economically. For the understanding of the topic addressed, the use of both qualitative and quantitative methodologies was carried out to establish whether Radio Mensaje, when heard by the community, reaches out to the population of that sector and if its programming becomes a generator of social change or, at least, in provoking processes that -with the participation of the community- are effective ways to improve their lifestyle. The contribution that Radio Mensaje provides, by granting a space where the community has access to disseminate their way of thinking, their culture, their products, agricultural knowledge, and information in general, is a contribution to community radio, so their interest It is not monetary or selling advertising, but quite the opposite: promotion of a work to raise awareness in society, on the importance of doing community radio with direct benefit for the progress of the community.