Análisis de estrategias comunicacionales para la radio digital ‘Éxitos FM’

Abstract

Since the emergence of radio, this medium has evolved adopting, at present, different digital formats with which it acquires advantages that enhance its broadcasting capabilities and its scope, in addition to constantly generating information, recreation and spaces for public opinion. In the current communicational context, virtual spaces are the key so that any message that is emitted from a digital communication medium can be disseminated through the professional use of the necessary tools to generate a trend in previously studied and categorized audiences. In the same way, digital radio creates these preferences using relevant content for society, in addition, digital media have the possibility of setting and promoting programs with a specific style and objectives, based on specialized information. None of this would be possible if the Internet did not exist; This tool opens up a number of possibilities that allow digital media to be created, promoted and grown. In the specific case of digital radio, it allows registering and making a direct relationship with people, either due to the interactivity or dynamism it has in this "new medium". The present work aims to examine the communicational strategies that a digital medium uses, such as ‘Éxitos FM’, its programs, to achieve an adequate impact in the fulfillment of its objectives.