La identidad cultural, el estilo de vida y las prácticas de consumo frente al uso de la plataforma digital “YouTube” en jóvenes pertenecientes a las generaciones Y y Z
Fecha
2018Registro en:
Sierra Cardozo, I. R., y Yepes Gómez, N. E. (2018). La identidad cultural, el estilo de vida y las prácticas de consumo frente al uso de la plataforma digital “YouTube” en jóvenes pertenecientes a las generaciones Y y Z
T.M S57id 2018
reponame:Repositorio Institucional Universidad Santo Tomás
instname:Universidad Santo Tomás
Autor
Yepes Gómez, Natalia Estefanía
Sierra Cardozo, Ivan Rodolfo
Institución
Resumen
This research project qualitative type aims to identify the identity and lifestyle associated with the consumption of YouTube as a platform for social interaction in Web 2.0 by young people belonging to generations Y and Z of the city of Bogotá. Likewise, it aims to recognize the generational profiles that give meaning to the digital market in order to characterize the culture and consumption practices, in order to understand the level of appropriation of each generation with the virtual environment, the former through The application of qualitative research techniques, such as the interview and the focus group, collects the data obtained, which were analyzed and systematized by axial, open and selective coding of the Atlas Ti software version 7.0. The results obtained determine the associations that each individual of generation Y and Z has against the use of YouTube.