Impactos culturales de los medios de comunicación en la comunidad de Huayrapungo (San José de Masanqui), cantón Cañar

Abstract

When trying to get closer to a concrete reality, it is imperative the search, collection, and analysis of the information which will deepus over time and space of what we want to present. With our research titled, CULTURAL IMPACT OF THE MEDIA IN THE COMMUNITY OF HUIRAPUNGO (SAN JOSE, MASANQUI) CAÑAR CANTON, we intend to obtain a clear and accurate vision of how the inhabitants of Masanqui have changed their behavior, customs and ways to see life through technological modernism, that is, the entry of the mass media in rural households and its negative influence on the minds of the inhabitants of the rural sector. This study used quantitative and qualitative methodology to better describe the problem of acculturation of the peasant sector thanks to the mass media. It contains an analysis of the phenomenon of communication and its relationship to the globalization; it describes the most representative media and the role of the family in front of them; also the highlight the social reality of Masanqui population and offer the results of our field work with their implications and their possible solutions