The instrumental and practical conception of the media emphasized the empiricism and the limited theoretical reflection, according to Martín Barbero,  ( one of the most distinguished scholars of communication in Latin America) , "deprives these of institutional materialism and cultural knowledge,  turning them into mere tools of ideological action."

Regarding thematic issues, the studies on reception and impact have been predominant in the field of the media. In the side of reception studies the so called Effects Pattern has widely prevailed essentially from surveys focused on measuring and describing the public regarding social categories. Also, functionalism, through the current uses and gratifications, had some impact on audience studies.

When the segmentation of the audiences is not reviewed, their needs and expectations in terms of what the media can provide there is a risk of making changes due to  poor ratings and therefore the new proposal may be flawed or worse than before. Moreover, research must go through in-depth analisys allowing an accurate readiness for changes, a deeper knowledge on  audience, environment and potential risks.

Knowing what it is under research and how it can be interpreted and applied to the media  will be a very important tool in the present time,  so it is advisable that the Cuban radio  studies the latest research from the Social Research Center of the Cuban Institute of Radio and Television(CIS) which provides an interesting amount of data and arguments.

While attaining the results of social research, the commitment is to take the description of its sense, implying to inquire into the explicit and implicit meaning. It should deal with everyday life, to interpret the concerns and needs, to explain based on reflection, to carry out this exercise on the part of all those involved inn the communication to the individual, not just assuming what the media needs and its expectations, but, as some media experts put it, we can never approach the practice of others, as they have to create a story to explain how things are seen.

If for some communication theorists, from the perspective of anthropology, is to understand the impact of media from the prerogative of everyday life scenario in which the individual uses the media, for these scholars the interest is particularly based on what the audience does with the media. That is where the media power lies, particularly radio, knowing whether the proposal is employed or ignored. What is dealt with is about listening to what the other has to say about what is proposed.

On this regard the result of the social research is unavoidable, to know about trasfering the media all related to themselves, bearing in mind that the research is general and the media has a particular profile.

We are aware that many of the cultural programs, as an example, have reduced ratings and if it is taken into account that the people listen to the radio for entertainment, then it  must be achieved  that while entertaining  with certain programs further issues related to questioning of the information, options and alternatives should be introduced.

However, some people solve low rating program issues with too much simplicity  and decide to change its funtion or replace it. The point is how to insist so that effectively the community might have the access to these information and communication possibilities, options not at hand so far. There is therefore a need to investigate on its eventual usefulness in everyday practice. After its completion,  the advantages should be presented in an attractive manner, linking them with what is necessary socially to the population.

It is very interesting to investigate the representation of aspects such as the cultural organization influencing upon the coexistence in the same area of the national, regional and local geography.

To ignore that in each region or area,  citizens have differences with other communities would be detrimental when designing strategies for communication because the existing cultural structures in the area or target audience would not be taken into account.

The significance  of studying social research results is to get out of the routine of  interpreting,  from the communicator's point of view, what the listener needs and wants, and get closer to their interpretation of the proposal. These experiences have a significant presence in contemporary life as they are either linked to the performances, so there is a need to incorporate, in an expressive form, the consumption of communication products into the public.

A relevant aspect in today´s communication is the mobility of the media and the audience,  in these media there often exists more complex hierarchies than in other means; and the recent technological inventions allow a broader access to production, which facilitates the challenge of these hierarchies by groups that had not counted on the media in the past.

A careful handling of  content and representations should be in mind while developing them from differences in social and cultural structures. When working on the media, do not try to find new things where they do not exist and thus taking a better advantage of the distinctions of these representations. If this is done, there will be productions that would allow to understand, with greater clarity, precision and foundation, the specific local use of such media

In order to evaluate and study the causes of low ratings in the programs is necessary to use not only the result of surveys but to collect a group of criticisms that strengthens it like the record of the program and its original file to compare it with the current one; to continue its review regarding the on-air time and all kind of modifications, the stability of scripwriters or any modifications as well as the change span and its timing, including the reason why of its placement in the calendar and broadcasting day grill.

How many actions have been made regarding the ratification and increase of ratings and what the feedback channels habe been employed.

How the staff knows about the results of research on the specific medium and other CIS researchs and  from other related institutions regarding communication to provide a feedback on a better design for the radio product in question.

All production teams must not only know about their program but also the results related to the program grill and in general the overall performance of the radio station broadcasting the program, this will allow a deeper comparison of how results of the creative work are going like the issues addressed in the program.

So that specialists can design a more representative and possible profile.

Solo una recomendación a los colectivos creativos, aunque se elaboren hipotesis de los resultados a alcanzar en la investigación a realizar  nunca pretender obtener respuestas deseadas y conformistas que en nada ayudan al trabajo de la comunicación y menos a los sujetos a los que se dirigen los contenidos

Whenever an investigation of its own or any other from investigation is concluded, the possiblity of further punctual precision through surveys should be considered or through an investigation providing proposals to solve questions not contemplated in the previous one, thus providing an accuracy of what needed to find out most.

Just a recommendation for creative staffs:   even when there is an hypothesis of the expected resultsin a research, do not intend to attain the desired results that are not helpful for communication and even less for those acquiring contents.

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