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Social model in printed publication media in Ecuador

Abstract:

This paper aims to analyze the impact of the social model on the graphic design of the print media, particularly studying the situation of the Ecuadorian daily Extra. For this purpose, a theoretical support was built by reviewing the literature on social responsibility and its perspective from the design and specifically the contributions on social design. For this purpose, scientific articles, blogs and web pages were reviewed; Likewise, a descriptive, field and transectional quantitative research was carried out, using the focus group technique, in order to consult a group of readers of the newspaper about their preferences and opinion on the impact of a change in the design, from the social perspective, of the newspaper. The research allowed identifying demographic, sociographic and psychographic data of frequent readers. As a result of the study, it was determined that the graphic design of the Journal has become a symbol of identification with the reading public; however, there is a willingness to accept changes. Readers claim that everything is a matter of habit and learning; however, they request not to change the images of pretty women and success. On the other hand, in the first approach to social design carried out by the newspaper on the social network Twitter, the news was presented with a less loaded design and a more rational wording, and the results were positive in reading and advertising sales.