El confinamiento como factor de crecimiento en los medios digitales de la provincia de El Oro: caso medio digital OTV

Abstract

The Covid-19 pandemic in the world and the time of confinement has affected not only in the economic, political and social sphere, but in the way of communicating with people, which is why the first alternative to inform about what was happening in our around it was through the digital media, since they are characterized by the speed and effectiveness of news transmission. The digital media have become a fundamental part for users when looking for any type of information, be it news, entertainment programs, political programs, events that have occurred with greater relevance in the world, among others. They have become the main source to investigate a fact quickly, for this reason that both the media and users have had to adapt to new technologies to be able to investigate a topic of interest even more when in moments of crisis the only and immediate way of acquiring information is through digital media. The digital media have been present when an event occurs that affects the community or not, narrating facts of interest and immediacy, seeking strategies or making a communication plan to reach users. In this way, the following research work focuses on answering the following question What are the growth factors of a digital medium in times of Confinement For the development of the methodology, it has been decided to apply the quantitative and qualitative approach, based on data collection, analysis and interpretation to develop the objectives that make up the object of study, using the program called Sproud Social from Community Manager, to measure and to make a comparison in the growth of the audience and the number of likes that the fan page of the digital media in the province of El Oro had among them OTV se vive y se ve, El Oro digital, MP Noticias, Machala Móvil and Televisión Orense. In addition, interviews were used to learn about the strategies they used during the period of confinement by Covid-19, having as a starting point key concepts such as digital media, confinement and growth, achieving solid and concrete information. This research has concepts that will strengthen and enrich a greater degree of knowledge on the subject of confinement as a growth factor in digital media in the province of El Oro. With the results of this work it is evidenced that within the factors of growth is the correct publication of contrasted news striking headline, short and concise text, relevant information, in addition, that during the time of confinement the digital media of the province of El Oro showed a great growth in followers and likes of their fan page One being Televisión Orense, followed by MP news, then Machala Móvil was found, then there is OTV you live and you see and finally El Oro Digital. The strategies developed by the digital medium OTV you live and you see" were live broadcasts, managing to capture the audience's attention, on the other hand, being more interactive with your audience allowed the acceptance and trust of your publications and finally with The importance of doing community journalism was positioned as one of the main digital media in the province of El Oro.