Consumo y uso de medios de comunicación de los inmigrantes digitales de la ciudad de Latacunga en tiempos de convergencia, año 2019.

Abstract

Abstract:The work for the end of the degree in Management Assistance and Public Relations was carried out with the following theme: Consumption and media use of digital immigrants in the city of Latacunga in times of convergence, year 2019; with a sample of 201 participants aged between 35 and 44 years. The development of theoretical contents and the action-research, was conducted as part of the reality of the objective of the study, to obtain information of the consumption and use of media in the digital immigrants of the Latacunga city, Cotopaxi province using the methodological process, based on a quantitative and qualitative approach, through the application of the survey that contributed to determine, know, interpret and explain the actors criteria. Going so far as to conclude that there is a trend of consumption of hybrid media because the population studied consumes traditional media and complements it with the introduction of digital media, thus adopting a progressive propensity with the use of the Internet.