Mirada a Ñuca Ecuador Difusión Intercultural a Través de la Comunicación Radial

This article describes the role of radio as a vehicle for the culture of the citizens of Ecuador. Currently, public institutions in Ecuador are creating new policies and strategies aimed at disseminating Ecuadorian culture throughout the country, using radio as a vehicle for communication and knowledge transmission. Based on this postulate and with the aim of providing a viable and tangible response to the needs detected, the Ñuca Ecuador project was born. The objectives of this study were (1) to describe the role of the media, specifically radio, in the transmission of cultural values; (2) the creation of intercultural content in radio production; (3) the dissemination of intercultural material in the Ñuca Ecuador program. This is a study based on a qualitative methodology of an inductive, exploratory and descriptive nature, using various research techniques for the collection of information such as unstructured interviews, participant observation and journalistic coverage. The type of sampling was non-probabilistic, snowball. The collection of information was carried out during eight months between January and August 2016. Data was collected from different provinces of Ecuador such as Guayas, Manabí and the northern area of Esmeraldas. More than thirteen thousand minutes of radio production on intercultural content have been obtained, rebroadcast in more than 200 stations that make up the Ecuadorian Association of Broadcasting and with great success nationwide, including recognition by the regulatory institution (SUPERCOM) of communication in the country.