METAPHORS FOR LEARNING ABOUT INFORMATIVE COMPANIES

Abstract

An alternative proposal in traditional teaching models is the use of stories or metaphors. There are precedents of this pedagogical practice that emphasize the citizen participation and the historical and critical thinking of the students. The stories, the stories suppose a great educational advantage because they have the capacity to transmit values, but it is necessary that the participants know about the journalistic interview. The use of interviews can be a useful source to attract the interest of students and provide original approaches to their tasks and research. The purpose of the teaching practice is to train students in the subject of Media Management of the Communication Career, of the Universidad Técnica Particular de Loja, during the semester October 2018 February 2019, by means of investigating and describe the stories related to the management of information companies and strengthen strategic links with their audiences. The methodology used is qualitative through bibliographic documentation, content analysis and semi-structured interviews. Data were collected from 24 media outlets in Loja and one in Zamora. Two companies are public property, 22 private and one community. By type of media there are radio companies, open television, press and digital natives. The impression of the students is positive, they formed their competences while "discovering" the business and administrative management of the local communication companies.