La comunicación tradicional en la difusión de contenidos en los procesos de admisión de la Universidad Técnica de Manabí

With the constant changes that exist within the admission processes to higher education, the different universities in the country are faced with a challenge. The need for their target audience to receive, decode and respond to information is one of the main challenges facing higher educationinstitutions. For this reason, the objective of the investigative work was to evaluate the dissemination of content in the admission processes at the Technical University of Manabí in the period carried out in June and August 2024, at the media level. Themethodology applied was a non-experimental and field investigation, so a survey was carried out with 240 students taking the leveling course. As the main result of the research, it was known that those seeking to access higher education choose institutional social networks as a source of information, instead of the province's traditional media such as newspapers, television press and radio. However, the latter continues to be the source of greatest respect and acceptance.