The promotion as strategic element of the popular, alternative and community media

Abstract

The alternative, popular and community media in Venezuela have taken summit from 2003 when the government initiates a process across which there is guaranteed the participation of the communities in the mass media, in this respect, it has rested across the promotion of the same ones depending on attracting the society. The article describe the promotion as strategic element of the popular, alternative and community media in Venezuela; sustained across Perez (2004), Kotler and Lee (2007), between (among) others; across the perspective of the social marketing and public marketing. The used methodology is descriptive across the documentary and field design; checking the existing theory and in turn, realizing a few surveys in the Direction of Alternative Means of the Department of the Popular Power for the Communication and Information. The results indicate that the promotion has removed to end of slightly conventional form across the copartnership, which guarantees the state support and in turn the participation of the actors associated with the process of consolidation of the means in the communities.