The Media and Information in the Content Diet of Colombian Social Media Users

Abstract

The mass media are central to everyday life, a meeting point for citizens with the facts of the current social situation, and a space for the meaning, perception, interpretation, and construction of the notion of reality in the collective imagination. The impact of technology and communication platforms on the social fabric has opened up access to information and atomized trust and credibility in the face of the journalistic brand, an instance of crisis on the smartphone screen in which the media are relegated to the background and influencers, opinion leaders, and the protagonists of the facts themselves, in direct contact with the followers, gain relevance. The transformation configured in the users’ content diet aims to review the industry’s behavior on social networks to interpret why it is losing its place in the citizens’ consumption agenda. This research, which relied on a mixed methodology, downloaded messages from Facebook, X/Twitter, Instagram, YouTube, and TikTok profiles of two written, five audio, and two audiovisual media in a period of 91 days, and added them to what was carried out in the same period in 2019 and 2021. The corpus of the study made it possible to prove the composition of the communication, the operational tactics, and the thematic axis. The research concluded that the Colombian mass media need to innovate to establish productive routines that bet on digital native products, corresponding to the dynamics of networked consumption by an audience that concentrates all actions on screen devices.