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Figure 1. Citizen’s behavior on the Web. Source. The author’s elaboration using data from the Digital Report 2020 [6], 2021 [7], 2022 [8], and 2023 [9].

Figure 1 Citizen’s behavior on the Web. Source. The author’s elaboration using data from the Digital Report 2020 [6], 2021 [7], 2022 [8], and 2023 [9].

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Table 1. Channels through which Colombians obtain information.
Table 1. Channels through which Colombians obtain information.
The media ecosystem in the era of instantaneity has substantially expanded the chan- nels of presentation and the dissemination of communicative products (Figure 2), construct- ing the message with elements that adapt its narrative to the perspective of the facts under a will determined by the issuer. An audience forms actions and thoughts regarding proposed information via their smartphone screen (81%), the computer (34%), or the tablet (7%), in the Colombian case [16]. With technology, the audience, constituted as a user in the digital scenario, has modified the ways of searching for news. The content diet is marked by the chronology of publications on social platforms or the search for keywords on Google. The construction of public opinion, the perception of the world fragmented by infoxication [23], the flow of content that atomizes the environment with rumors and fake news [24] that overcome the validation effect, and the fact checking [25] that weighs on the traditional media are considered.
The media ecosystem in the era of instantaneity has substantially expanded the chan- nels of presentation and the dissemination of communicative products (Figure 2), construct- ing the message with elements that adapt its narrative to the perspective of the facts under a will determined by the issuer. An audience forms actions and thoughts regarding proposed information via their smartphone screen (81%), the computer (34%), or the tablet (7%), in the Colombian case [16]. With technology, the audience, constituted as a user in the digital scenario, has modified the ways of searching for news. The content diet is marked by the chronology of publications on social platforms or the search for keywords on Google. The construction of public opinion, the perception of the world fragmented by infoxication [23], the flow of content that atomizes the environment with rumors and fake news [24] that overcome the validation effect, and the fact checking [25] that weighs on the traditional media are considered.
Source: Author’s elaboration based on comScore data and social network profiles. Table 2. Media under study and their digital followers.
Source: Author’s elaboration based on comScore data and social network profiles. Table 2. Media under study and their digital followers.
Source. Author’s elaboration. Table 3. Digital study corpus.
Source. Author’s elaboration. Table 3. Digital study corpus.
Figure 3. Dimensions of analysis of digital communication. Source: Author’s elaboration. Media and platforms are aligned with RQ2, narrative dispersion with RQ3, and narrative expansion with RQ1.
Figure 3. Dimensions of analysis of digital communication. Source: Author’s elaboration. Media and platforms are aligned with RQ2, narrative dispersion with RQ3, and narrative expansion with RQ1.
Table 4. The Colombian digital ecosystem.
Table 4. The Colombian digital ecosystem.
Table 5. Growth of followers in the study periods. The wide margin of growth (Table 5) experienced by the mass media’s social profiles slowed down compared to that seen during the confinement of the pandemic, except in specific cases. X/Twitter and YouTube server as the nexus between journalistic brand accounts and user profiles. The decrease in audiovisual media can be linked to Noticias RCN, an occurrence which, as Barrios-Rubio [1] demonstrates, may be connected to an identity crisis within the audience or the political ideology of an economic conglomerate that causes resistance, ultimately leading to a significant decline in its radio and television viewership. Based on the study findings, it is evident that, irrespective of the social media platform used, the profiles of traditional media serve as a reliable source for accessing the facts and information that form the agenda of the national news.
Table 5. Growth of followers in the study periods. The wide margin of growth (Table 5) experienced by the mass media’s social profiles slowed down compared to that seen during the confinement of the pandemic, except in specific cases. X/Twitter and YouTube server as the nexus between journalistic brand accounts and user profiles. The decrease in audiovisual media can be linked to Noticias RCN, an occurrence which, as Barrios-Rubio [1] demonstrates, may be connected to an identity crisis within the audience or the political ideology of an economic conglomerate that causes resistance, ultimately leading to a significant decline in its radio and television viewership. Based on the study findings, it is evident that, irrespective of the social media platform used, the profiles of traditional media serve as a reliable source for accessing the facts and information that form the agenda of the national news.
Table 6. Content published on social profiles.
Table 6. Content published on social profiles.
objective is to capture the reality of the facts from the image, still or moving, visual figures that resort to semiotic referents, and is supported by the discursive construction of the message [3]. Figure 4. Narrative proposal on social platforms. Source: Author’s elaboration using images from social profiles. To “Seguir” is follow.
objective is to capture the reality of the facts from the image, still or moving, visual figures that resort to semiotic referents, and is supported by the discursive construction of the message [3]. Figure 4. Narrative proposal on social platforms. Source: Author’s elaboration using images from social profiles. To “Seguir” is follow.
Table 7. Elements that make up the message. Table 7 shows that there is no difference in the proportion of elements used in Facebook ind X/Twitter messages. Instagram focuses on still images and short videos that summarize nformation, while YouTube prioritizes live content. TikTok, on the other hand, utilizes nicroformats between 30 s to a minute and a half to initiate discussion on a specific topic or statement made by a character. An examination of the study corpus reveals that journalistic orands aim to enhance their followers’ engagement with their profile and editorial line hrough messages posted on social platforms. The objective is to increase the audience’s nvolvement with the media. The substantial volume of posts located in the “with links” segment evidences a desire to boost traffic to the journalistic brand’s website or other social orofiles. However, upon examining the corpus, we identify a replication of the message vith minimal variation or extension.
Table 7. Elements that make up the message. Table 7 shows that there is no difference in the proportion of elements used in Facebook ind X/Twitter messages. Instagram focuses on still images and short videos that summarize nformation, while YouTube prioritizes live content. TikTok, on the other hand, utilizes nicroformats between 30 s to a minute and a half to initiate discussion on a specific topic or statement made by a character. An examination of the study corpus reveals that journalistic orands aim to enhance their followers’ engagement with their profile and editorial line hrough messages posted on social platforms. The objective is to increase the audience’s nvolvement with the media. The substantial volume of posts located in the “with links” segment evidences a desire to boost traffic to the journalistic brand’s website or other social orofiles. However, upon examining the corpus, we identify a replication of the message vith minimal variation or extension.
Source: Author’s elaboration. Table 8. Users and the message.
Source: Author’s elaboration. Table 8. Users and the message.
Source: Author’s elaboration. Table 9. User reactions to lives on Facebook.
Source: Author’s elaboration. Table 9. User reactions to lives on Facebook.
Source. Author’s elaboration. Table 10. Performance of social profiles.
Source. Author’s elaboration. Table 10. Performance of social profiles.
content posted on social media. McLuhan’s dictum, “the medium is the message”, is mor relevant than ever. Figure 5. Journalistic messages in social profiles. Source. Author’s elaboration using images from social networks. In Spanish, the images show the headlines of the news, the warning call to pay attention to an important event in the news agenda of the day. Figure 5. Journalistic messages in social profiles. Source. Author’s elaboration using images from
content posted on social media. McLuhan’s dictum, “the medium is the message”, is mor relevant than ever. Figure 5. Journalistic messages in social profiles. Source. Author’s elaboration using images from social networks. In Spanish, the images show the headlines of the news, the warning call to pay attention to an important event in the news agenda of the day. Figure 5. Journalistic messages in social profiles. Source. Author’s elaboration using images from
Table 11. Thematic roadmap addressed in the study periods. The written, audio, and visual elements comprising the narrative axis indicate a me- lia strategy that seeks to establish a presence through a repetitive and pre-established iscourse. The use of recurrent or standardized situations stimulates the audience’s imag- nation from an object of desire. Everyday life-based markers of intention make it clear ow the transmitter aims to convey their purpose. In light of the presented schemes, the hemes of expression in messages allow for the recognition of the issuer’s attempts to olidify a communicative act and establish a relationship with followers of a social pro- ile, becoming a part of the world they share within a specific geographic scenario. The
Table 11. Thematic roadmap addressed in the study periods. The written, audio, and visual elements comprising the narrative axis indicate a me- lia strategy that seeks to establish a presence through a repetitive and pre-established iscourse. The use of recurrent or standardized situations stimulates the audience’s imag- nation from an object of desire. Everyday life-based markers of intention make it clear ow the transmitter aims to convey their purpose. In light of the presented schemes, the hemes of expression in messages allow for the recognition of the issuer’s attempts to olidify a communicative act and establish a relationship with followers of a social pro- ile, becoming a part of the world they share within a specific geographic scenario. The
Figure 6. Visual message composition. Source: Author’s elaboration using images from social networks. In Spanish, the images show the headlines of the news, the warning call to pay attention to an important event in the news agenda of the day. consumption of information agenda has altered consumption habits, leading to more time spent on social networks and encountering web-based media. Satisfaction of needs which results in affiliation or adherence to a profile founded on credibility and proximity to the journalistic brand.
Figure 6. Visual message composition. Source: Author’s elaboration using images from social networks. In Spanish, the images show the headlines of the news, the warning call to pay attention to an important event in the news agenda of the day. consumption of information agenda has altered consumption habits, leading to more time spent on social networks and encountering web-based media. Satisfaction of needs which results in affiliation or adherence to a profile founded on credibility and proximity to the journalistic brand.
Related topics:
Social NetworksUser Experience (UX)Information Communication Technology
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