La Responsabilidad Social Corporativa de la Tv Local: Estudio De Caso

Corporate social responsibility in the media industry is prescribed as a current topic of debate in the academic community, therefore, this research aims to present the reality of a local TV channel in Ecuador, based on the problems in situ focused on social responsibility, according to the perception of internal and external agents. For this purpose, a quantitative-qualitative study of deductive approach was applied, combining the descriptive scope with the action-research design, through surveys to external agents and in-depth interviews to internal staff, generating a concrete action plan to improve social responsibility in local media. The results show that, in general and as commented by the internal staff of the local media, there is a good working environment and employees are satisfied with the emotional and social support they receive. However, there is a need to promote more actions oriented to environmental care; on the other hand, external agents known as clients, suppliers and public entities request that the media seek to optimize the processes to meet their needs; on the contrary, most of them reiterate the importance of trust in the interaction to generate empathy and strengthen commercial ties. From this, it can be concluded that every media outlet, regardless of its size and audience, needs to systematize social responsibility processes in order to provide sustainable development in the short, medium and long term.