出版社：Universidad de Los Andes / Universidad Complutense de Madrid
摘要：This paper analyses the strategies used by Mexican university radio stations to communicate with their audience, particularly those showing some degree of integration of the web 2.0 to social and cultural media, which constitute around 75 % of all media in the country. In particular, the article shows the analysis made of programs of public communication of science and technology focusing on format, creativity, and distribution techniques, which could foster the users’ possibility to share and listen at his/her own pace. Exploration was done using systematic observation for exploring websites of radio stations as well as content analysis of scientific divulgation products broadcasted online. Results show that only 14 % of radio stations offer this option and the use of podcast that has advantages over others such as syndication, storage, and downloading in mobile devices is limited to six cases. One of the main dissemination forms of contents and an essential ally of the current radio is podcasts.
