PERSPECTIVA SOBRE LA APLICACIÓN DE LA NUEVA LEY DE COMUNICACIÓN Y SU INFLUENCIA EN LA PRODUCCIÓN PUBLICITARIA EN ECUADOR.

Abstract

The Organic Law on Communications has generated either a debate, in which the representatives from different productive areas and academic institutions have commented against or supporting the main idea of this legal text. However, once it was already established, the companies in charge of producing the advertising contents have had to accept and respect the set rules. Following this subject, the current paper has as a purpose to distinguish the influence of the media in Latin America throughout the history, and its participation in the different governments, where it has been identified that the economic groups related to different fields, especially the banking one, have controlled what is said and what is produced Afterwards, the situation in Ecuador, which is very similar to what has happened in the countries of the region, will be analyzed, and, then, the pros and difficulties of the law will be evaluated. This academic article concludes that the LOC is a tool that will provide with new skills and procedures for doing business that will improve the competitiveness of the advertising production area