Abstract:

Given the economic conditions of the country and, therefore, of the town of Durango, some young people can´t continue with their studies when finishing the average education (high school). The young people who decide to continue, even in public institutions, face all the inherent expenses to the higher education. In the last years, it has been begun to give the importance that deserves the generation of intellectual capital, it has being generated programs of support to students of this level. Of way, that the programs exist, but the young people not always are conscious about them. Trying to analyze the mass media and the role played to inform about these programs to the students, it has being done an exhaustive bibliographical revision and a sampling with the corresponding application of surveys. As resulting from it, is observed a great social conscience of the young people respect to the utility of the financing programs. It is necessary to use mass media available in the municipality for its spreading. The young people need to be informed to be able to make decisions correctly, the use of mass media is a way to provide it to them.

Keywords:

Higher education, educative level, young people, mass media, financing.