Influencia de los medios de comunicación digital dominantes en el conocimiento: caso de estudiantes universitarios

Oswaldo Terán; Niriaska Perozo

doi:10.5281/zenodo.15571115

Authors

Oswaldo Terán Escuela de Ciencias Empresariales, Universidad Católica del Norte, Coquimbo (Chile)
Niriaska Perozo Escuela de Ciencias Empresariales, Universidad Católica del Norte, Coquimbo (Chile)

DOI:

https://doi.org/10.5281/zenodo.15571115

Keywords:

Media Influence, Dominant Digital Media, Knowledge, Fuzzy Cognitive Maps, University Students, Chile

Abstract

There is widespread concern regarding the influence—partly negative—of dominant digital social media (e.g., TikTok) on knowledge. This influence impacts various areas, such as time available for study, customs, and emotional well-being. Several models have been used to study media influence on opinion using fuzzy cognitive maps. This study presents a model of this type, which differs from previous models by focusing on the specific influence of digital media on the knowledge of university students and incorporating concepts not considered in previous models, such as digital wisdom. The model has four conceptual layers: the individual level, including concepts like habits of using dominant and alternative digital media, digital wisdom, and emotional well-being; the social level, which considers concepts like dominant and alternative digital media, social structure, and face-to-face interaction; the knowledge level, based on communication characteristics according to the theory of the wisdom of crowds, including notions such as diversity of perspectives and knowledge sources; and finally, the knowledge quality assessment level. Results for the case of students at the Universidad Católica del Norte, Coquimbo campus, indicate a high influence of dominant digital media, resulting in low knowledge quality.

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Influence of Dominant Communication Media on Knowledge: Case of University Students

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