Communication as a bridge to scientific knowledge in Rio- bamba, Ecuador

Abstract

The present study analyzes the crucial and indispensable role that communication plays in the dissemination of scientific articles in the city of Riobamba, with a focus on the ability to convey scientific concepts in an accessible and understandable manner, promoting public understanding, and identifying errors and biases in scientific information concerning communication channels and forms. A qualitative methodology was used, based on structured interviews conducted with teachers, researchers, and thesis students. Digital content analysis of articles was also performed through the creation of matrices evaluating the performance level in the communication area. The goal was to gather essential information about the experience and perception of obstacles, challenges, and strategies related to the communication of scientific concepts and research in Riobamba. The study demonstrates that, despite the application of communication resources in scientific dissemination in the city of Riobamba, there is still a lack of implementation of strategies and communication tools that allow the adaptation of content on digital platforms and social networks to achieve a broader reach in the digital environment.