Estrategia de comunicación para la optimización del posicionamiento de la emisora virtual realidad 360 de la Fundación Universitaria Católica Lumen Gentium, UNICATÓLICA de Cali, a través del ecosistema digital comprendido por la página web y las redes sociales Facebook e Instagram

Abstract

This research is developed with an exploratory descriptive qualitative approach, base on the theory of the Toronto School of Communication, which focuses the role of technologies in communication, it’s impact and development in society, in addition to working on the above concepts with more contemporary authors who develop theories in the digital field, social actors, estrategic comunication and processes related to the practices of audiences focused on the development of the virtual ecosystem and channels as topics linked from the web 2.0. Under the argued approach a diagnosis is developed to recognize identity aspects, as well as the characterization of the existing audiences of the virtual station Realidad 360 radio and of i’ts five programs, allowing exploration and recognitions of the transformations against the digital that the programs have experienced during their developin, also from an analysis of strategic characteristics employed by other virtual stations in the digital ecosystem and finally with the data collected, a strategic communication that manages to optimally project the Unicatólica media. The above is reached through semi structured interviws, focus group, documentary analysis and netnography.