Resumen

ISIN, Manuel; RAMIREZ, Gabriela  y  RODRIGUEZ, Andrés. THE IMPORTANCE OF THE TYPOGRAPHIC CODE IN THE DESIGN OF NEWSPAPERS DISTRIBUTED IN RIOBAMBA CITY. Revista Chakiñan [online]. 2018, n.6, pp.46-66. ISSN 2550-6722.

Currently, the print media face the struggle not to disappear in front of the new digital media. At local level it is not the exception, in the city of Riobamba seven newspapers circulate and their demand is low due to the digital editions and the ease of obtaining them. The newspapers from La Rioja, La Prensa and Los Andes, put into circulation an average of 2000 and 1000 copies, respectively, including supplements with the aim of reaching other segments. For its layout, typography plays a relevant role, since it is responsible for attracting readers. The general objective of the study was to determine the relationship between the use of typographical codes in the newspapers La Prensa and Los Andes and the preference of the readers of the city of Riobamba. For the development of the research, the quantitative and qualitative approach of correlational design was used, the observation and the survey were used as techniques, the sample was obtained from the economically active population of Riobamba, as results show that there are flaws in the composition and selection of typographies for layout and typography affects the choice of readers.

Palabras clave : Typography; Los Andes Diary; La Prensa Diary; local newspapers; editorial design.

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