Evolución de los medios impresos a digitales y su impacto en la audiencia. Caso de estudio : El Vocero – Santa Elena.

Abstract

In the following research project, the process of transformation in the productive routines, methodology and tools used by the printed communication medium El Vocero, from the province of Santa Elena, will be analyzed in what includes its evolution, adaptation and broadcast through its main digital platform (Facebook), as well as the process of creating and disseminating content to achieve impact and acceptance by users and the audience, in accordance with the new demands in communication. In the first instance, for the work, the main themes were developed regarding the importance of journalism in contemporary society, its productive routines in both traditional and digital journalism, its communication strategies in the context of digital journalism (digital content, genres in digital journalism from media to transmedia) and audience interaction in digital journalism. Then, the analysis of both the printed and digital media of the content was carried out through indicators that helped us to extract the results through a qualitative and quantitative analysis. Finally, through a qualitative approach, an interview was conducted with the director of the media to find out how the development of the traditional media was carried out and in the same way her position regarding the results provided.