Análisis del desempeño actual del periodista deportivo en los medios de comunicaciones digitales en Cuenca

Abstract

Faced with the crisis and the threat of the gradual disappearance of traditional media, journalists and communicators have been forced to adapt to digital environments. Journalism has incorporated the use of technologies and developed new digital skills. This thesis analyzed the current performance of sports journalists in digital media in the city of Cuenca. To this end, three specific objectives were set: first, it explored how sports journalists integrate digital tools into their professional practice, which was achieved through a content analysis of posts on the social network Facebook. Second, through the use of in-depth interviews, specific professional experiences were recorded that demonstrate the use of emerging technologies to inform and connect with audiences. Third, the main best practices in the production and dissemination of sports content in digital media were identified; this was achieved through the analysis of these experiences. The research adopted a mixed approach, combining content analysis with qualitative interviews. Among the most relevant conclusions, it is noteworthy that sports journalists incorporated new digital tools into their daily work. Likewise, it was evident that there is no formula for achieving greater reach and impact on audiences, as each professional develops their own dissemination strategy, selection of specific topics, and builds their own model for managing media, sponsors, and audiences in a particular way.