Análisis de la comunicación digital del movimiento juvenil R21 Pamplona, Norte de Santander.

Abstract

In the field of digital communication there are different strategies that must be applied to achieve assertive communication. Especially when it comes to social networks, platforms of high impact and influence today, used by 57.6% of the world's population, equivalent to 4,550 million users according to the Global Statshot Report on digital uses made in October 2021. Based on the above, the need arises to analyze the digital communication of the social networks of the R21 Pamplona Youth Movement since, although there is a way to develop digital strategies under certain parameters to produce an assertive communication, it is necessary to make an analysis that allows to know if these strategies are being applied correctly. Therefore, the construction of this work is proposed under the mixed research method. This method allows collecting information and interpreting it in a more complete way, thus providing possible solutions to the management of social networks in this community. Regarding the selected object of study, a detailed investigation of the youth movement R21 Pamplona has been carried out from the first chapter. Where factors such as the context and the existing problems are described. In addition to formulating the problem in the question: How is digital communication being applied in the social networks of the youth movement R21 Pamplona, Norte de Santander? And to raise the objectives of the research. Likewise, the theoretical framework has been developed, which is composed of international, national and regional background, starting from the macro to the micro and highlighting the contribution of each of them for the construction of the analysis. However, the theoretical bases were also investigated according to the main themes of the project.