Hábitos de comsumo mediático cultural en Quito: Prácticas en los medios tradicionales y digitales

Abstract

Abstract: This research analyzes the habits of journalistic and cultural media consumption among the inhabitants of Quito through traditional and digital media, with the aim of identifying their practices and the main platforms used to access cultural content. The study adopts a mixed methodological approach that combines quantitative and qualitative techniques. A total of 44 surveys were applied to attendees of cultural spaces located in different areas of the city, while in the qualitative phase, semi-structured interviews were conducted with cultural managers and a cultural journalist. The results show a clear preference for consuming cultural content through digital platforms, especially social networks, where short and visually attractive audiovisual formats predominate. Likewise, it is identified that cultural consumption habits are influenced by factors such as age, educational level, and access to technology. Finally, the triangulation of data allows concluding that digital media have become fundamental spaces for cultural dissemination in Quito, not replacing traditional media, but rather complementing them and working together in the current communicational ecosystem.