Laboratory for Analysis of Information and Communication in Digital Media (LAINCOM)

The Laboratory for Information and Communication Analysis in Digital Media (LAINCOM) emerges as a response to the radical transformation in news consumption habits, marked by the rise of social networks and distrust in traditional media. Given the proliferation of digital journalistic ventures in Ecuador, the project investigates how these new dynamics affect information diversity, content veracity, and the formation of public opinion. The methodological approach is mixed, combining qualitative techniques such as focus groups and in-depth interviews with quantitative analysis to identify behavioral patterns in prosumer audiences. The study covers the impact of technologies on society, including ethical challenges and the need for digital literacy. As a result, the project seeks to strengthen the research culture at the Salesian Polytechnic University, integrating students and faculty in the production of scientific articles, a systematized book, and edu-communicative products. The expected impact transcends the academic sphere, promoting critical reflection on the current media ecosystem and its influence on the decision-making of various generations.<br/><br/><b>Goal</b>: <br/>To analyze the trends of the digital media ecosystem within the information and communication society. The project aims to understand how new platforms and social networks influence information consumption and public opinion.<br/><br/><b>Research lines</b>: <br/>Communication and interculturality