CULTURAL IDENTITY, MEANS OF CHOICE OF MASS MEDIA COMMUNICATION AND THE USE OF TECHNOLOGIES AMONG UNIVERSITY STUDENTS

This research analyzes the relationship between cultural identity and the selection of media by a group of university students. It analyzes whether the scholastic processes of the university contribute in this selection and what, as university teachers, we want our students to be able to do in their professional lives. The purpose was to identify the significance that they assign to media. The analysis took two methodological dimensions: quantitative and qualitative. In both, the students referred to what they consume and what supports their choice. The research identified that entertainment plays a central and preponderant role in students’ life and the predominance of audiovisual media. The university seems to contribute very little to student selection as part of their professional preparation. This paper concludes with a curricular proposal