Plataformas digitales como medio de difusión cultural

Abstract

The arrival of the new millennium put the hair on the edge to most conventional media, institutions and cultural actors, entities that in an almost mandatory impulse migrated from a conventional system of communication and dissemination of cultural products, to platforms digital The technological changes constituted a straitjacket for natural persons, legal entities and organizations to enter this modality of hypermedia and transmedial discourses, which are the narratives of this time. In the genesis of the presence, development and incidence of digital platforms, web pages were the first virtual channels, then the use of social networks —Facebook, which since 2004 marks a new form of social and communicational relationship in the world— from there came the applications and other platforms that became alternative channels, of which the world of arts and the cultural industry were not alien, and nowadays they are means not only of connection but of exchange and interactivity with diverse public. Arts such as cinema, the publishing industry, music —whose development options face the frenetic action of Youtube— the visual and performing arts and the presence of new scenarios for the action of art and culture are available to all, the Disclosure of their production does not leave aside or abandon the role of conventional media, but diffusion fields are opened through the network.The intention of this research is to approach the forms of dissemination or dissemination of cultural products that predominate in the art world in the age of connectivity, from there, propose and develop strategies and scientific methodologies of communication and information of what this was, the production of artistic and cultural informative discourses, as well as that pregnant woman, still no nascent cultural industry, or content industry in Cuenca and Ecuador. The promotion-publication of information generated by the culture, whether from the institutional, from the management of the actors, promoters and managers, no longer depend on the market lines determined by the mass media; rather, they are projected without borders to wide spaces inside and outside the geographies where they originate, the sectors are increasingly broad and diverse. In this time, users, audiences, consumers are not only receptors, the possibility of interacting, producing and expressing their opinions, ie usability, gives the quality of being prosumers and co-creators.