Consumption of audiovisual media among high school students of

EcuadorAbel Suing, Carlos Ortiz, Geovanna Salazar and Silvia VásquezGrupo ECU-Digital, Departamento de Ciencias de la Comunicación, Universidad

Técnica Particular de Loja, San Cayetano alto, Calle Marcelino Champagnat, casilla 11-01-608, Loja, Ecuador

{warysa, gesalazar2, ccortiz, arsuing} @utpl.edu.ec

Workshop: MAMM&MJ - Managing Audiovisual Mass Media (governance, funding and innovation) and Mobile Journalism

Introduction

• Since the beginning, the researches in the field of communication focused on the critical analysis of the media but reduced importance to the audiences.

• At the end of 1980 researches about media reception with emphasis on the relationship between television, communication and audience proliferate, these studies are based on the premise that viewers are active subjects in the communicative process.

• In those years there highlight the works of Jesús Martín-Barbero, Guillermo Orozco and Néstor García-Canclini, which are articulated with cultural and qualitative studies of audiences and are the premise for the conceptualization of the active reception from a Latin American perspective.

Introduction

• In Argentina Florence Saintout and Natalia Ferrante talk about the new trends in the study of the reception.

• On his side, Valerio Fuenzalidaanalyzed the influence that the television has on children.

• Moving from the study of children to teenagers is a challenge that deserves to be assumed to reveal elements that prepare the media to new forms of consumption in environments of digital convergence.

Introduction

• Watching television, cinema, Internet and listening to music, among other activities, are the preferred by young people, however the ones that concentrate most of the time are the use of mobile phones, television and the Internet.

• Young people are easily seduced by attractive messages and contents that are found on the Internet and then in the media especially on television.

• Long time ago it was common to see teenagers watching television, but today the landscape has changed, attracted by the screen of the mobile phones or computers the teenagers "surf" through cyberspace.

• Why do social networks attract teenagers? It seems that the answer is in the need to interact with others; in the social network a group of people appoints members forming a great systemic family.

Objective and hypothesis

• Determine the preferences of consumption of audiovisual media and trends of use of social media by teenagers, who are high school students of Ecuador in 2015.

• The hypothesis are: – 1) young people consume television in open

signal and paid television primarily to entertain. The consumptions of information, sports and educational programs are minimal.

– (2) The young students of high schools in Ecuador consume radio minimally and when they do it is through Internet.

– (3) Young people consume in a simultaneous way television in open and paid signal and Internet; and,

– 4) Young people tend to consume the media individually

Methodology

• Is qualitative and quantitative. – On the quantitative side, a survey was conducted

to students from the public and private schools from Ecuador of the following cities: Quito, Guayaquil, Cuenca, Alausí, Santo Domingo, Azogues, Puyo, Cariamanga, Tena, Chunchi, San Cristóbal, Loja and Zamora.

• A questionnaire was applied through the platform Survey Monkey. – 7,542 surveys were conducted in 30 schools in the

period September-November of 2015.

• Qualitative instruments correspond to – An interview to three experts in producing content

for digital media, three teachers from high schools and three parents, in addition two focus groups each composed with eight students aged 14 to 18 years of old of schools from Quito in Ecuador.

Results

• In the interviews, parents point out that Internet and social media are information and entertainment alternatives, in their opinion the network is used with the schoolwork of their children, they know that they do searches on Google.

• Todays’ young people is informed by the capsules that media emit by the networks, they do not expect long news, they want concrete data.

• In what refers to music, young people download songs according to their likes and in this way have more diversity that in the open signal radios.

• Another element through which parents define the profile of their children is the frequent use of computers and mobile phones in homes and Internet cafes.

Tenth of

basic

16%

First of

baccalau

reateFirst of

baccalau

reate36%

Second

of

baccalaureate

26%

Third of

baccalau

reate22%

0%

10%

20%

30%

40%

50%

60%

70%

Living room Bedrooms Parent Rooms Kitchen

Fig. 1 Origin per academic year

Fig. 2 Location of TVs at home

Results

• In the opinion of experts the social networks are not only for young people but for all people who want to interact with technology, for example in Facebook there are people of all ages, although the majority are between 18 and 35 years

• Experts also remind that television was created to inform and entertain, however it has been achieved to transmit a series of negative values that now seems to be reinforcing with social networks when people only see headlines and give likes or conveys an emotion only reading the headline but does not enter to the information, in the case of young people they are the ones who decide what they want to see.

Daily

39%

Some

times per

week26%

Rarely

29%

Never

6%

0%

10%

20%

30%

40%

50%

60%

70%

Fig. 3 When watch open signal TV

Fig. 4 Preferred programming on TV

Results

Finally, the focal groups allow to know that the teenagers and young people from high schools from Ecuador:

– Consume open signal TV, primarily local channels, but also access to paid TV channels for the varied offer of content.

– The kinds of entertainment consumption are musical videos, horror movies, Internet series and videos on social networks.

– Some young people point out that social networks are very useful due to through them they communicate with family members who are outside of the country, moreover, the cost is low and communications are really good.

– The young people who do not have paid television replace those programs that they not can see by Internet.

Daily

28%

Some times

per week

19%Rarely

21%

Never

9%

Does not

have

23%

Daily

23%

Two to

three times

a week12%

Once a

week

6%

Weekend

11%

Rarely

34%

Do not

listen to

radio14%

Fig. 5 When watch paid TV

Fig. 6 Listen to the radio

Results

– The majority of young people do not consume radio because they have their own music and when they want to listen to it. Moreover, some young people listen to the radio via Internet for comfort.

– Young people express that they like to use the computer while watching TV, but mostly they use the phone,

– Both parents and young people have their favorite shows for that reason each one sees what they like on separate TVs.

– The young people watch movies through Internet or D.V.D.

0%

10%

20%

30%

40%

50%

60%

70%

TV

Radio

0% 20% 40% 60% 80% 100%

Listen to music (other media)

Access the Internet

Read and study

Talk on the phone

Do not do another activity

Fig. 7 Where does he/she listen to the radio

Fig. 8 Simultaneous consumption

Conclusions

• The mobile phone is the screen that is capturing more the attention of young and Ecuadorian teenagers because it integrates services that other screens offer: Internet, video games and television.

• The use of the technology has become an educational need, since young students from high school need the technological media to make research, projects, school tasks and communicate with their educational and social environment.

Conclusions

• The first hypothesis is verified, young people consume open signal and paid TV mainly for entertainment.

• The consumption of information, sport and educational programs are minimal, it gets the attention the preference of consumption of open signal television.

• The second hypothesis is not accepted, the teenagers and young people from Ecuador consume open signal radio and Internet, consumption is daily and in households even though there are significant trends to consumption in movement both in smart phones and vehicles.

Conclusions

• The third hypothesis is accepted, while young people watch TV and listen to radio, they access to Internet and to related options as e-mail, it is configured a stage ready to a virtual world.

• The fourth and last hypothesis is accepted, the young people consume individually the content of the media of communication, Internet has changed the custom of watching television in family.

Conclusions

• The value of local communication and point out that they use open signal and radio television to reach to what is near them and to what is different from what is on the Internet.

• The consumption of media of communication from high school students from Ecuador is in relationship to the digital possibilities resulting from Internet and are causing changes in households, but they can't stop recognizing and demanding local content according to their needs.

References

• Lozano, J. Del Imperialismo cultural a la audiencia activa: aportes teoricos recientes. (1991). Retrieved from http://www.publicaciones.cucsh.udg.mx/pperiod/comsoc/pdf/10-11_1991/85- 106.pdf

• Morley, D. Interpretar television: la audiencia de Nationwide. Buenos Aires: Amorrortu. (1996).• Alcocer, D. De La Escuela de Frankfurt a la Recepcion Activa. (2013). Retrieved from

http://www.razonypalabra.org.mx/N/N82/V82/13_Alcocer_V82.pdf• Martín-Barbero, J. De los medios a las mediaciones. (1987). Retrieved from

http://perio.unlp.edu.ar/catedras/system/files/de_los_medios_a_las_mediaciones.pdf• Orozco, G. La mediacion en juego. Retrieved from Television, cultura y audiencias. (1991). Retrieved from:

http://www.publicaciones.cucsh.udg.mx/pperiod/comsoc/pdf/10-11_1991/107- 128.pdf• Saintout, F. y Ferrate, N. Los estudios de Recepcion en Argentina Hoy: Rupturas, Continuidades y Nuevos Objetos.

(2012). Retrieved from: http://www.dialogosfelafacs.net/wp-content/uploads/2012/01/73- revista-dialogos- los-estudios-de- recepcion-en- argentina.pdf

• Crespo, A. El uso de la Tecnologia: Determinacion del tiempo que los jovenes de entre 12 y 18 dedican a los equipos tecnologicos. (2013).

• Bautista, J. Una mitica y controvertida relacion. (2010).• Cordicom. Consejo de Regulacion y Desarrollo de la Informacion y la Comunicacion. (2015). Retrieved from

http://www.cordicom.gob.ec/wp-content/uploads/downloads/2015/06/INVESTIGACION-TV-JOVENES.pdf• Albuja, J. Revista Vanguardia. (2016). Retrieved from

http://www.vanguardia.com/entretenimiento/jovenes/353548-tendencias- de-los- jovenes-en-Internet • Fundamedios “Después de la TV, los ecuatorianos prefieren informarse por internet” (2013). Retrieved from

http://www.fundamedios.org/despues-de-la-tv-los-ecuatorianos-prefieren-informarse-por-internet/

Thanks to everyone…Greetings from Ecuador.