Gestión de comunicación digital de la Universidad Técnica de Machala con sus públicos internos durante el tercer trimestre del 2022.

Abstract

The aim of this research was to analyze the digital communication management of the Technical University of Machala with its internal audiences during the third quarter of 2022, in order to examine the type of content that is being disseminated on social media platforms. The problem stems from the difficulty of a lack of human talent, equipment, and instant publication for the digitalization of communication between the internal audience and the academic environment to be informed in a timely and necessary manner. The topic of communication management is approached with the rationality of university discourse to achieve dialogic actions with the contribution of technological theories and the digitalization of information. The study is based on a mixed-methods research approach, applying a nonexperimental, field-based, analytical transectional design based on descriptive and interpretative statistics. Data was collected through observation, interviews, and surveys. The analysis included frequency organization and qualitative interpretation. The results show that communication with the internal audience lacks digitalization that would allow for the flow of information; additionally, said audience mainly uses social media as their primary communication tool, while the university only interacts weekly through the Facebook platform without constant reviews due to the lack of personnel and state-of-the-art equipment installation. It is concluded that a process of improvement is necessary with the data that emerges from the reality according to the research carried out.