Abstract

ARANGO-FORERO, German Antonio. Young audiences fragmentation in a multimedia media environment: the Colombian case. OBS* [online]. 2013, vol.7, n.4, pp.91-111. ISSN 1646-5954.

Audiences´ fragmentation has been a recurrent concept used to depict media users´ behavioral changes under the digital communication environment during the 21st Century. However, few research and empirical studies have been oriented to explain and understand this phenomenon in a deeper way. This research article explores the scope and the implications of fragmentation as a concept, based on an study conducted in Colombia among young people, between 17-24 years old, who live in the 10 most important urban areas.

Keywords : Audiences; fragmentation; digital communication; convergence; interactivity; new and traditional media.

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