"Spots de bien público" en Telecubanacán: un acercamiento a la efectividad comunicativa
Fecha
2011-07-26
Autores
Coca Guzmán, María de los Ángeles
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación tuvo como objeto de estudio los “spots de bien público” que se trasmiten en el telecentro provincial “Telecubanacán”. Como principal objetivo se planteó diagnosticar la efectividad comunicativa que revela este producto televisivo en los televidentes que residen en el Reparto “Camilo Cienfuegos” del municipio de Santa Clara. El estudio de tipo descriptivo, no cuenta con antecedentes investigativos en el Sistema de Televisión de Villa clara. Se abordó desde la metodología cuantitativa, así como el análisis cualitativo de algunas técnicas para enriquecer sus resultados.
Las técnicas empleadas fueron: revisión documental, observación de materiales audiovisuales (spots), entrevistas semiestructuradas (especialistas) y la aplicación de cuestionarios (televidentes). A través de los principales elementos técnico-comunicativos que deben estar presente en los “spots de bien público”, se conformaron los indicadores presentes en el estudio de la efectividad comunicativa.
Los resultados obtenidos, permitieron recopilar los criterios de los especialistas en cuanto a los elementos técnicos –comunicativos que debe estar presentes en un “spots de bien público”. Diagnosticar la efectividad comunicativa fundamentada por la opinión de los televidentes seleccionados en la muestra, así como la identificación de factores que condicionan el estudio de la efectividad comunicativa, de este tipo de producto televisivo, por demás trasmitido en un Telecentro.
En la presente investigación se aboga a través del estudio de la efectividad comunicativa de los “spots de bien público”, extender y desarrollar esta vertiente investigativa, en los medios de comunicación masiva del territorio.
The present investigation had as a goal the spots of society goods that are broadcast in the provincial TV station known as “Telecubanacán”. As the main goal was set the determination the communicative effectiveness that reveals this TV product in the audience that live in the neighborhood “Camilo Cienfuegos” from Santa Clara city. The descriptive study doesn’t have with any investigative precedent in Villa Clara TV station. The theme was treated from the quantitative methodology, it was used the qualitative analysis from some techniques to reach its results. The techniques used were: documental revision, the observation of audio-visuals materials (spots), interview to specialist and the application of questionnaire. Through the main communicative techniques elements that should be present in the goods public spots, there were designed the indicators in the study of the communicative effectiveness. The results gotten allowed collected the criteria of specialist as the techniques-communicative elements that should be present in a good public spots. To diagnose the communicative effectiveness based by the opinion of the selected audience in the random sample, like this as the identification of factors that affect and determinate the study of communicative effectiveness, from this kind of TV product. The present investigation pleads for the communicative effectiveness of the good public spots, to extend and develop this investigative line in the mass media in the territory.
The present investigation had as a goal the spots of society goods that are broadcast in the provincial TV station known as “Telecubanacán”. As the main goal was set the determination the communicative effectiveness that reveals this TV product in the audience that live in the neighborhood “Camilo Cienfuegos” from Santa Clara city. The descriptive study doesn’t have with any investigative precedent in Villa Clara TV station. The theme was treated from the quantitative methodology, it was used the qualitative analysis from some techniques to reach its results. The techniques used were: documental revision, the observation of audio-visuals materials (spots), interview to specialist and the application of questionnaire. Through the main communicative techniques elements that should be present in the goods public spots, there were designed the indicators in the study of the communicative effectiveness. The results gotten allowed collected the criteria of specialist as the techniques-communicative elements that should be present in a good public spots. To diagnose the communicative effectiveness based by the opinion of the selected audience in the random sample, like this as the identification of factors that affect and determinate the study of communicative effectiveness, from this kind of TV product. The present investigation pleads for the communicative effectiveness of the good public spots, to extend and develop this investigative line in the mass media in the territory.
Descripción
Palabras clave
Television, Communicative Effectiveness, Good Public Spots, Audience, Televisión, Efectividad Comunicativa, Spots de Bien Público, Televidentes