La gestión de las campañas sociales como estrategia de responsabilidad social en la radio comercial peruana. Análisis de la campaña ¿los primeros tres años deciden la vida alicorp y rpp noticias juntos por la nutrición infantil. (2006-2008)

Zusammenfassung

The work aims to present the concept, characteristics, types and characteristics of the management of social campaigns, understood as a strategy of social responsibility in the communication media, approaching the specific case of the campaign produced by the Peruvian radio station RPP Noticias in partnership with the food company Alicorp. The thesis is organized into 4 chapters. The first chapter provides a theoretical frame of the main contributions about social responsibility and social campaigns in media companies. The second chapter describes the current Peruvian radio market with special reference to social campaigns organized by public, private and third sector. The third chapter presents the Group RPP, the radio company owns of RPP Noticias, and produced the social campaign on child nutrition. Finally, the fourth chapter analyzes the campaign and proposes a model for developing social campaigns from the perspective of social responsibility. To do this, a set of conditions, variables and evaluation indicators that will generate a share on the company and its stakeholders benefit established. The research concludes that social campaigns on commercial radio put in value the ability of the medium to contribute to the development of public policies, placing an item on the agenda and, through a set of content and actions, inform and educate listeners to address social problems, in this case chronic child malnutrition. Key Words: radio, social responsibility, social campaigns.