COMMUNICATION STRATEGIES IN THE DISSEMINATION OF THE CULTURAL CENTERS OF SALINAS
Keywords:
Communication, Dissemination, culture, ICTAbstract
The digital age and the information society are changing the way we share and access cultural heritage. The diffusion of culture is no longer limited to traditional devices and face-to-face existence but is advancing towards a digital communication that transcends the limitations of space and time. In this sense, the purpose of this study is to analyze the communication strategies in the diffusion of the cultural centers of the Salinas canton. To this end, this document responded to the design of non-experimental and horizontal descriptive studies based on research cases and observation methods used and studied the most important communication strategies in the exchange of cultural centers. The study population corresponds to 10 employees who work in cultural centers in Salinas, who have undergone a study aimed at determining the importance of implementing communication strategies in the communication of cultural centers. The main results show that communication is a key element of any cultural event and, in particular, the way it is transmitted is important to attract the right audience and ensure effective dissemination. However, the main communication objectives of a cultural center may vary depending on its specific needs and objectives.
Keywords: Communication, Dissemination, culture, ICT.
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