The Transformation of the Colombian Media Industry in the Smartphone Era

Abstract

Smartphone normalisation device prevalent access to information and digital entertainment has modified the routines of production, distribution and marketing of the traditional media industry. This study analyses and systematises the strategies of the 10 main Colombian operators in press, radio and TV—according to their impact and scope—on Facebook, Twitter, Instagram and YouTube through a quantitative and qualitative study of their messages in order to identify its positioning, treatment and effectiveness. The results of this study allow us to recognise the renewal of productive routines online and offline, decreasingly linked to Journalism.