Consumo y uso de medios de comunicación de jóvenes universitarios ecuatorianos del Centro Universitario Madrid de la Universidad Técnica Particular de Loja en tiempos de convergencia período marzo-abril 2015

Abstract

Abstract: The theme of this research is: Consumption and use of mass media by young Ecuadorian university students. A survey was taken to students belonging to the distance system education at the UTPL- Madrid, in the period March-April 2015, in order to learn how the students use and consume mass media in times of convergence. The mass media have undergone several changes due to technological advances. These advances have revolutionized the way to obtain information and to communicate mainly due to the internet, which has transformed receivers into active users in the network. This allowed for an unleash of unseen opportunities where communication possibilities multiply and at the same time fragmentation and segmentation of content occurs. Overall the research has determined that the students use mainly Internet, mobile phone and TV as their key sources of information combined with Social Network to keep constant communication. It is also able to determine that students are constantly connected to the Internet via mobile phone and consume media through mobile devices.