Resumen

MORALES TELLEZ, Mónica del Rocio  y  ROMERO UGALDE, Maricruz. Participation of new digital audiences for health digital communication in León, Guanajuato, México. e-Rev. Multidiscip. Saber [online]. 2024, vol.2, e-RMS01052024.  Epub 13-Dic-2024. ISSN 2960-2467.  https://doi.org/10.61286/e-rms.v2i.49.

This study of digital communication in health, considers the new digital audiences as part of its field of study, seen from an integrative understanding of the different approaches in which audiences have been studied, through a survey carried out to a group of 674 high school students from the city of León. Guanajuato, Mexico, on how they deal with health issues through digital media. The results indicate that they are not passive and participate in the process of choosing and interpreting content in relation to the historical and cultural context to which they belong as active audiences. It is highlighted that the internet and social networks are the main way in which they distribute their time, in addition to the fact that entertainment is the fundamental reason for their interconnection, which has come to transform their way of life as a digital determinant of health. When they have any questions about health, they consult a specialist on a website, which is the online way they prefer to receive health information. The conclusions propose the need for health communication that designs attractive and entertaining strategies to mobilize and disseminate messages that inform and motivate new digital audiences, making them participants in health promotion from their own creative processes.

Palabras clave : HealthCommunication; New Digital Audiences; HealthPromotion.

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