https://doi.org/10.37955/cs.v8i1.360

Received June 09, 2023/ Approved September, 12, 2023 Pages 166-175

eISSN: 2600-5743

Communication strategy for the

improvement of audiovisual

content in the Journalism Club of

the Espíritu Santo Study Center of

Guayaquil

Estrategia de comunicación para la mejora de los

contenidos audiovisuales en el Club de Periodismo del

Centro de Estudios Espíritu Santo de Guayaquil

Carlos Ermel Bourne Gastezzi

Instituto Superior Tecnológico Universitario Espíritu Santo

cebourne@tes.edu.ec

https://orcid.org/0000-0001-9785-9126

ABSTRACT

A result of the research project was presented: Communication

strategy for the improvement of audiovisual content in the Journalism

Club of the Espíritu Santo Study Center of Guayaquil. It was developed

by students and teachers of the Higher Technology in

Communications and Public Relations career of the TES. The study

was based on a mixed research method with a non-experimental

comparative descriptive approach, which incorporated techniques

such as documentary review and bibliographic research. The results

allow us to underline the importance of communication for the

improvement of audiovisual content in the Journalism Club of the

Espíritu Santo Study Center of Guayaquil.

Centro Sur Vol. 8 No. 1- January - March – Revista Centro Sur - eISSN: 2600-5743

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RESUMEN

Se presentó un resultado del proyecto de investigación: Estrategia de

comunicación para la mejora de contenidos audiovisuales en el Club

de Periodismo del Centro de Estudios Espíritu Santo de Guayaquil. El

mismo se desarrolló por estudiantes y docente de la carrera Tecnología

Superior En Comunicaciones Y Relaciones Públicas del TES. El

estudio se basó en un método de investigación mixta con un enfoque

descriptivo comparativo no experimental, que incorporó técnicas

como la revisión documental e investigación bibliográfica. Los

resultados permiten subrayar la importancia de la comunicación para

la mejora de los contenidos audiovisuales en el Club de Periodismo del

Centro de Estudios Espíritu Santo de Guayaquil.

Keywords / Palabras clave

audiovisual content, Journalism Club

contenidos audiovisuales, Club de Periodismo

Introduction

Audiovisual content has become a fundamental tool in modern

communication, used in various fields such as entertainment,

education, marketing and information, the quality and effectiveness of

these contents are crucial to capture and maintain the attention of the

audience, as well as to meet the proposed objectives.

Effective audiovisual production begins with meticulous planning.

Arijon (2011) argues that pre-production is a crucial stage that

includes scripting, storyboarding and shooting planning. A well-

structured script provides a solid foundation for the narrative and

ensures that all visual and aural elements are aligned with the story.

In addition, the storyboard helps to visualize the sequence of scenes,

facilitating communication between the production team and

ensuring efficient execution of the shoot.

To carry out a theoretical systematization that allows the design of the

Communication Strategy for the improvement of the audiovisual

contents in the Journalism Club of the Centro de Estudios Espiritu

Santo de Guayaquil.

Cinematography and direction play an essential role in the quality of

audiovisual content. According to Bordwell and Thompson (2010), the

choice of camera angles, lighting and camera movement contribute

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significantly to the visual narrative and emotional impact of the

content. Collaboration between the director and cinematographer is

crucial to achieve a cohesive and aesthetically pleasing vision.

Sound and music are key components that affect the perception and

emotionality of audiovisual content. Holman (2010) points out that

sound design, which includes sound effects, dialogue, and music, can

enhance the narrative and create an immersive atmosphere. Precise

synchronization between sound and image is essential to maintain

coherence and continuity in the viewer's experience.

Visual storytelling is a powerful tool for conveying stories effectively.

McKee (1997) argues that good storytelling not only conveys

information, but also evokes emotions and creates deep connections

with the audience. The narrative structure should be clear and

coherent, with a well-defined beginning, development and

denouement. The use of character arcs and dramatic conflict

maintains viewer interest and facilitates identification with the

characters.

Visual elements, such as composition, color and production design, are

essential to visual storytelling. According to Block (2008), the

deliberate use of color can establish tone and atmosphere, while the

composition of the frames can guide the viewer's attention and

highlight key elements of the story. Visual consistency and attention

to detail are crucial to creating a visually engaging and effective

experience.

Audience interaction has evolved significantly with the advent of social

media and digital platforms. Jenkins (2006) suggests that "media

convergence" allows for greater active audience participation, where

consumers not only consume content, but also participate in its

creation and dissemination. Strategies such as integrating user-

generated content and using social networks to promote feedback are

effective in improving content and increasing audience loyalty.

The analysis of audience metrics is fundamental to understand the

impact and effectiveness of audiovisual content. According to Berger

(2014), the use of analytical tools allows content creators to evaluate

the performance of their productions and make adjustments based on

quantitative data. Metrics can include views, retention time, click-

through rates and comments, providing a comprehensive view of

audience behavior and preferences.

Technical and aesthetic quality is critical to the perception of

audiovisual content. Thompson and Bordwell (2010) argue that

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cinematography, production design, sound and editing are key

elements that contribute to the overall quality of an audiovisual

production. Improving these technical aspects involves the use of

advanced equipment, careful planning, and collaboration with

qualified professionals in each area.

Editing and post-production are critical stages in audiovisual

production. According to Dancyger (2010), editing not only organizes

sequences logically, but can also enhance the narrative and rhythm of

the content. Color correction, visual effects and sound design during

post-production are essential to refine the final product and ensure

that it meets the desired quality standards.

Ongoing analysis and evaluation of content are essential for constant

improvement. Berger (2014) describes content analysis as a powerful

tool for understanding how content is perceived and what aspects can

be improved. Methods such as audience surveys, focus groups, and

qualitative evaluations provide valuable information on content

impact and areas for improvement.

Direct feedback from the audience is crucial for the improvement of

audiovisual content. Segers (2018) argues that viewers' opinions and

comments provide valuable insights that can guide the evolution of

content. Implementing feedback systems, both online and offline,

allows content creators to adapt and continuously improve in response

to their audience's expectations and preferences.

In an ever-changing media environment, adaptability and flexibility

are crucial. Pavlik and McIntosh (2018) add that audiovisual

productions must be flexible enough to adapt to new platforms,

formats and changes in consumption trends. The ability to adapt and

restructure content for different media and audiences is a vital strategy

to stay relevant and engaging.

Innovation and creativity are essential drivers for the continuous

improvement of audiovisual content. According to Florida (2002),

creative industries should foster an environment that promotes

experimentation and innovation. The adoption of new ideas and

approaches not only improves the quality of content, but also helps to

differentiate it in a competitive marketplace.

The improvement of audiovisual content also depends on the constant

education and training of the personnel involved. According to Zettl

(2017), it is essential for audiovisual professionals to be up-to-date

with the latest techniques, technologies and trends. Continuous

training through workshops, courses and seminars allows content

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creators to acquire new skills and refine existing ones, resulting in a

constant improvement of content quality.

Interdisciplinary collaboration is essential for innovation in

audiovisual production. According to Amabile (1996), fostering a work

environment in which professionals from different disciplines can

collaborate and share knowledge contributes to the creation of more

creative and technically sophisticated content. Synergy between

experts in areas such as writing, directing, cinematography and

technology can lead to significantly better results.

Implementing agile methodologies in audiovisual project

management can improve efficiency and content quality. Thompson,

K., & Bordwell, D. (2010), the agile approach, such as Scrum, allows

for greater flexibility and adaptability, facilitating rapid response to

changes and challenges during production. Constant collaboration

and continuous feedback are pillars of this methodology, resulting in

a more refined final product.

The use of project management tools, such as Trello, Asana or

Microsoft Project, is crucial to organize and monitor the progress of

audiovisual productions. According to Kerzner (2017), these tools help

to plan, execute and monitor all phases of the project, ensuring that

deadlines and budgets are met. Clear visualization of tasks and

assignment of responsibilities improve team coordination and

operational efficiency.

Effective distribution of audiovisual content is as important as its

production. According to Anderson (2006), in the digital age, it is

essential to use multiplatform strategies to maximize the reach and

impact of content. This includes distribution on social networks,

streaming platforms, television and other digital media. Diversifying

distribution channels allows reaching different audience segments and

increasing content visibility.

Content marketing is an effective strategy to promote and increase the

audience of audiovisual content. According to Pulizzi (2014), content

marketing involves the creation and distribution of valuable, relevant

and consistent content to attract and retain a clearly defined audience.

The integration of SEO (optimization strategies and techniques),

social media advertising and email campaigns can significantly

increase the reach and effectiveness of content.

Evaluating the social and cultural impact of audiovisual content is

crucial to ensure that it meets its objectives and ethical values.

According to Florida (2002), audience research and cultural impact

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analysis can provide information on how content affects audience

perceptions and behaviors. This is especially relevant for productions

that address social or educational issues.

Sustainability is an increasingly important aspect of audiovisual

production. According to Jones (2011), the implementation of

sustainable practices, such as the use of recyclable materials, carbon

footprint reduction and energy efficiency, is not only beneficial for the

environment, but can also improve the image of the production.

Sustainability should be integrated into all stages of production to

minimize environmental impact and promote responsible practices.

Materials and Methods

The communication strategy for the improvement of audiovisual

contents in the Journalism Club of the Centro de Estudios Espiritu

Santo de Guayaquil, was based on a qualitative research approach,

with a descriptive non-experimental design. This qualitative approach

allowed for an updated bibliographic review to support the strategy.

By adopting a descriptive approach, the updated theoretical

foundations on the subject were analyzed.

Part of the instruments used for this study were the documentary

information, which allowed an organization and understanding of the

data collected; these in turn play a crucial role in the process of study

and analysis of the information collected, highlighting the impact of

audiovisual content in education and journalism clubs as an

educational tool.

Results

The impact of audiovisual content in education

The incorporation of audiovisual content in education has significantly

transformed the way education is delivered and received. These

contents not only facilitate the teaching-learning process, but also

improve information retention, motivation and student engagement.

Mayer's (2009) multimedia learning theory proposes that people learn

better when information is presented through a combination of words

and images rather than just words. According to this theory, learning

is most effective when students can process information both visually

and aurally, which aligns with Florida's (2002) concept of dual coding.

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Constructivism, based on the ideas of Piaget and Vygotsky, emphasizes

that learning is an active process in which students construct new

knowledge from their previous experiences. Audiovisual content

provides rich and dynamic contexts that can facilitate this

constructivist process, allowing students to connect new information

with what they already know.

Audiovisual content enhances comprehension and retention of

information. Anderson (2006) argues that the use of videos in the

classroom can increase information retention by up to 50% compared

to traditional methods. This is because the visual and auditory

elements work together to reinforce concepts, making them more

memorable.

For audiovisual content to be effective, it must be properly integrated

into the curriculum. Florida (2002) suggests the TPACK

(Technological Pedagogical Content Knowledge) model as a useful

framework for integrating technology coherently and effectively into

instruction.

It is essential that teachers receive adequate training and education to

use audiovisual content effectively. Holman (2010) emphasizes the

importance of professional development programs focused on

improving teachers' technological competencies and providing

pedagogical strategies for effective integration of these resources.

Several case studies have demonstrated the success of school-based

audiovisual production projects. One project in a California high

school enabled students to create documentaries on social justice

issues, improving their understanding of the issues and increasing

their civic engagement (Holman, 2010).

Audiovisual content plays a crucial role in modern education, offering

numerous benefits ranging from improved comprehension and

retention to increased motivation and the development of 21st century

skills. To maximize these benefits, proper curriculum integration,

teacher education and training, and access to technological resources

are essential. Case studies and best practices highlight the

transformative potential of audiovisual content in the educational

environment, enabling the creation of more dynamic, interactive and

effective learning experiences for students.

Journalism clubs as an educational tool

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Journalism clubs in schools represent a valuable educational tool that

goes beyond the simple production of school news. These clubs offer

students the opportunity to develop critical skills in communication,

research, and critical thinking. In addition, they foster responsibility,

ethics and teamwork, essential elements for the integral development

of students.

Participating in a school journalism club helps students improve their

writing and editing skills. According to a study by Covington and

Mueller (2001), students who participate in journalism activities show

significant improvements in their ability to write clearly, coherently,

and persuasively. This is due to consistent practice and feedback

received from peers and advisors.

In addition to writing, journalism clubs also strengthen oral

communication skills. Students learn how to interview, present and

debate ideas effectively. These skills are essential not only for academic

success, but also for future professional development.

Scholastic journalism involves researching current problems and

proposing solutions, which fosters analytical thinking. According to

Facione (2011), this practice helps students develop skills to analyze

data, interpret information, and argue logically and coherently.

Conclusions

School journalism clubs not only provide a platform for students to

develop their written and oral communication skills, but also

represent a unique opportunity to explore and improve audiovisual

content. In today's digital age, the ability to produce and evaluate

audiovisual content is crucial.

Audiovisual content is inherently more engaging and can capture the

attention of a wider audience. According to Manovich (2001), the use

of videos and other audiovisual media in the educational context can

significantly increase student interest and motivation. In journalism

clubs, this translates into greater participation and engagement on the

part of members and student audiences.

The creation of quality audiovisual content requires rigorous research

and critical thinking. According to Mayer (2009), media literacy,

which includes the ability to analyze and produce audiovisual content,

is essential to prepare students to participate critically and

competently in a media-dominated society.

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Enhancing audiovisual content in journalism clubs can increase

visibility and participation in school events and activities. According

to a study by Kearney and Manovich (2001), audiovisual projects can

serve as a powerful tool to connect the school community, encourage

participation, and celebrate student achievement.

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