Communication in public universities: information consumption and preferences in university students

Abstract

Communication media have evolved throughout human history to adapt to society’s changing needs, playing a key and integral role in university communication management. Technological advancements have made digital media (social media) the preferred medium among Ecuadorian university students to access institutional information. In this context, the primary objective of this study is to identify students' preferences for digital media consumption by analyzing their behavior and preferred content on the platforms used by the Universidad Técnica de Ambato. A descriptive quantitative approach was employed from a methodological perspective, using a non-experimental cross-sectional design and applying a questionnaire to university students. The results show a positive correlation between the use of institutional digital media and students' sense of belonging to the content shared. However, the need to innovate in formats and diversify content is highlighted to better align with students' current preferences. In conclusion, the study confirms that university students prefer engaging audiovisual content that promotes interactivity, both in informational and entertainment content. This underscores the importance of optimizing communication strategies to strengthen the relationship between the university and its student community.