The Connectivity as Value Strategic: The Development the Digital

Media in Bolivia

Kruzkaya Ordóñez

, Abel Suing

, María Isabel Punín

and Mishell Jaramillo

Department of Communication, Universidad Técnica Particular de Loja, San Cayetano Alto, Loja, Ecuador

Keywords: Digital Convergence, Digital Media, Conecctivity, Internet, Bolivia.

Abstract: Access to the Internet is accepted by the United Nations as a human right. This declaration states that all

countries must guarantee Internet access and freedom of expression for all people. In this sense, Bolivia has

experienced remarkable progress, so, between 2015 and 2017 Internet access covered 45%, with more

incidence in the urban area, but there is still a need to provide a higher coverage of this service, to more than

half of its habitants. A pending issue is the enlargement of connectivity coverage. This scenario and conditions

allow the performance analysis of Bolivian digital media. The research study is focused on eight native and

traditional media that have been uploaded to the web. The methodology used is mixed (qualitative and

quantitative) through an extended file. The file includes indicators such as: media morphology, accessibility,

interactivity, hypertextuality, multimedia, constant updating, usability, new trends in journalism, presence in

social networks and digital platforms as content support.

1 INTRODUCTION

Digital convergence has meant that more than 55% of

the world's population have access to the web

(Internet World Stats, 2018) and is involved in a

digitalization process in several ambits. According to

Mayer (2011), "Internet has gradually and

unstoppably gained ground in all spheres of our lives,

from leisure and entertainment activities to the way in

which social relations are established, constituting a

source of information"

Variations in the digital field are different in each

nation, some present greater obstacles to their

development, richer countries tend to be globally

connected in terms of depth and breadth, while

countries with geographical locations that do not have

access to the sea have a negative association of

connectivity (Ghemawat and Altman, 2016).

The deployment of the Internet allows people to

be connected and access information of all kinds. This

has led to the massive use of smart devices that help

improve the quality of life in the population in

personal and professional environments. Among the

https://orcid.org/0000-0002-2360-8188

https://orcid.org/0000-0002-4234-5926

https://orcid.org/0000-0002-2117-6991

business models that have emerged from connectivity

is Crowdfunding, social solutions, digital

entrepreneurship and digital applications (Ortiz and

Rojas, 2014).

In the digital context the connectivity according to

the Report 2018, Mapping your transformation into a

digital economy, published by Global Connectivity

Index (GCI), Bolivia reached a score of 25 that is to

say, it was placed in the classification between 20 -24

of the nations that are in the stage of development of

the TIC infrastructure and pending to expand

connectivity coverage so that more people can access

and be an active part of the ecosystem and the digital

economy.

Bolivia this evaluation in spite of has remarkable

progress, so, between 2015 and 2017 the enlargement

of Internet in this nation covered 45%, with more

incidence in the urban area, but there is still a need to

provide and favour this service to more than half of

its in habitants.

In addition, Bolivia, among the countries of the

Andean Community, the lowest score in terms of

connectivity compared to Colombia, which registers

39 points, followed by Peru with 37 and Ecuador with

Ordóñez, K., Suing, A., Punín, M. and Jaramillo, M.

The Connectivity as Value Strategic: The Development the Digital Media in Bolivia.

DOI: 10.5220/0008506405170524

In Proceedings of the 15th International Conference on Web Information Systems and Technologies (WEBIST 2019), pages 517-524

ISBN: 978-989-758-386-5

517

31 (GCI, 2018). These three countries have the

highest GDP growth in terms of investment in the TIC

infrastructure. In this approach, Bolivia must attend

the growing demand for high-speed connectivity to

facilitate the digitalization of the industry and

economic growth.

In this way, the selection of the Bolivian territory

is justified to raise the study on the performance of

the cybermedia. It also looks at the limitations it has

for the deployment of the Internet added to the lower

levels of connectivity, caused by the lack of

infrastructure because that the country is surrounded

by land, that has been situation that has been

occurring since 1879 (Los Tiempos, 2018).

Having no access to the sea reduces the ability to

connect submarine fiber optic cables. Therefore,

Bolivia requires alliances with other countries in

order to act as intermediaries to facilitate connection

to its citizens, however, this generates a high cost in

Internet rates (Salaverría, 2016).

This is the scenario, at the technological level, that

is presented for evaluate the digital media in Bolivia,

and the study itself sets out the objectives: 1) to

observe the architecture of information, 2) to know

how digital media are developed in the framework of

transformation digital and its adaptation to the

process with its web information services and the

lacks that are detected.

2 METHODOLOGY

The study of digital media in Bolivia use as a

reference the studies carried out by Said and Arcila

(2011) "Cybermedia in Latin America and Web 2.0".

The methodology used is mixed (qualitative and

quantitative) through an extended file. The file

includes indicators such as: media morphology,

accessibility, interactivity, hypertextuality,

multimedia, constant updating, usability, new trends

in journalism, presence in social networks and digital

platforms as content support.

The selection the sample is established on the

basis of the ranking "Top sites by country" (Alexa

2018). "To determine the ranking [...] Alexa estimates

the average number of visits and impressions per day"

(Digital Guide,2017), and for obtain the registration

of the domain of the pages digital tool was used Who

is Lookup (table 1). The digital media for study are:

El Deber (Santa Cruz), Los Tiempos and El Diario

(Cochabamba), and to Bolivia TV, La Razón digital,

El Erbol Digital, Red Bolivisión and Radio

Panamericana (La Paz).

Table 1: Sample of Bolivian digital media and its

technological convergence.

Media URL

Creation

on line

Sector

M1- El Deber http://eldeber.com.bo 1998 P

M2- Los

Tiempos

http://lostiempos.com 1996 P

M3- Bolivia

http://www.boliviatv.bo/sitio/ 2009 PDTV

M4- La Razón http://la-razon.com

1997 P

M5- El Erbol

Digital

http://www.erbol.com.bo/ 2002 PND

M6- Red

Bolivisión

http://www.redbolivision.tv.bo/ 2012 PDTV

M7- El Diario http://www.eldiario.net 1997 G

M8- Radio

Panameriacna

http://panamericana.bo 2004 PDR

Identification code of digital media: M1,M2, M3…

Sector Code: P- Prensa, PDTV- Portal Digital de Tv., ND Nativo Digital, G

-General, PDR- Portal Digital Radio.

In the extraction of the information was used the

method of the single week in the period understood

from September 3 to September 7, 2018. And a week

composed from September 3 to September 28, 2018.

In the processing of data was applied a model

validated in the study to the web pages of local

channels in Ecuador, entitled "Local television and

the strategic use of the Internet: Analysis of the sites

of the channels of Zone 7 of Ecuador" Ordóñez,

Rodríguez, Campos and Ramón published in 2017,

which establishes, for each indicator, a score of 0 in

case of non-compliance and 1 to 10 if it complies.

2.1 Morphological Aspects of

Evaluation

A set of indicators (table 2) were used to know the

structure of the information and the organization of

the digital media. The morphology, accessibility, was

observed, which raises "the possibility that a web

product or service can be accessed and used, for as

many people as possible, [independent] from the

limitations of the individual or the derivatives of the

context of use” (Hassan Montero and Martín

Fernández, 2003).

For the digital media the access and use of

information is a key aspect to gain audience therefore

usability, "must be centred on the user to making to a

software to perform a task from orders and input data

and valid output, performance that should be

satisfactory for the user; what is equivalent to saying,

simple, easy to learn and efficient" (Serrano

Mascaraque, 2009).

The hypertextuality that is measured by the

existence "of hyperlinks embedded in the

conventional text entries of the site, which

communicate the user to other websites or multimedia

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languages". By multimedia is conceived to the forms,

that is, text, sound, fixed and animated image, in the

same environment, and in a juxtaposed or integrated

manner" (Abadal and Guallar, 2010).

Table 2: Cybermedia evaluation indicators.

Macro

indicators

Specific indicators

Morphology of

the medium

Headboard, logo, horizontal, vertical or

mixed menu, sections, cover news,

headlines, number of news, photographs,

videos, advertising banners, icons and

microsites.

Accessibility

Simple search, advanced, newspaper

library, site map, multi-language,

description of photos, listen to option, font

size, high contrast, adaptable content.

Usability

RSS, Newsletter, registration, download

option (with free or paid application), free

subscription or payment.

Hypertextuality

Author of the news, specific author, printed

version, internal link to related news,

external link, images or others, tags (tag or

categories), sponsored content.

Multimediality

Illustrations, photographs, infographics,

audio, video, narrative duplicity, live

coverage.

Interactivity

Blogs, blog users, comments, share, contact

author, forums, chat, news, most read

content, social bookmarking, surveys,

services, letters to the director.

Constantly

updated

Current time, last minute section.

New trends in

journalism

Immersive journalism, data journalism,

open data, mojo journalism, drone

journalism, mashup.

External indicators

Presence in social networks and digital platforms as content

support

This digital structure is completed with the

interactivity that becomes a key indicator of

evaluation, due to the feedback that is established

with the user and between the same audience "is the

ability of action of the user on the multimedia product

that is presented" (López, Gago and Pereira, 2002).

To conclude with the observation of digital media,

it was considered aspects such as constant updating,

due to the fact that the "renewal or update of the

contents of the cybermedia converts them into means

free of any periodicity or regularity [...], [facilitating]

the cumulative information flow” (Salaverría, 2009).

Finally, aspects related to the new journalistic

tendencies are evaluated with which the media have

the possibility of presenting immersive research

works, data processing and visualization of findings

through infographics or graphics; journalistic

coverages made with technologies such as

smartphones, drones and use of other digital sources

through links or web resources used to complete

information. All this in addition to external indicators,

to measure presence in social networks and digital

platforms.

3 ANALYSIS AND DISCUSSION

The Bolivian cybermedia, despite the connectivity

problems that the country has landlocked, and high

Internet service costs, have expanded and use

technology as an effective information mechanism

inside and outside their territory.

The benefits of the Internet for traditional media

such as digital natives are an opportunity. The results

in terms of the morphology of the media, with the

basic indicators (0 to 6) which shows a complete

compliance by the number of values is Bolivia Tv.

The means that report 4 compliance values and 1 of

no compliance are: Los Tiempos (M2), La Razón

(M4), El Erbol Digital (M5), Red Bolivisión (M6), El

Diario (M7), Radio Panamericana (M8) and El Deber

(M1). These media present a classic design, the

distribution of the information they provide is

expanded in horizontal menus and leave aside the use

of vertical or mixed menus to display the information

hosted on the website.

Table 3: Morphology of the digital media.

Headboard

Logo

Horizontal

Vertical

Mixed

Sections

Total

M1 1 1 1 0 0 1 4

M2 1 1 1 1 1 1 6

M3 1 1 1 0 0 1 4

M4 1 1 1 0 0 1 4

M5 1 1 1 0 0 1 4

M6 1 1 1 0 0 1 4

M7 1 1 1 0 0 1 4

M8 1 1 1 0 0 1 4

Likewise, the media morphology indicator

included information regarding cover news, featured

headlines, number of news, photographs, audios,

videos, advertising banners, number of icons,

microsites.

The media that presented an acceptable

performance according to the accounting of more

The Connectivity as Value Strategic: The Development the Digital Media in Bolivia

519

than one thousand records (in the month of

observation) are: La Razón (M4), Los Tiempos (M2),

El Erbol Digital (M5) and El Deber (M1), while those

that obtained less resources are: Bolivia Tv, El Diario,

Red Bolivisión (M6) and Radio Panamericana (M8).

In the monitoring it was evident that, each journalistic

note includes photographs that support the

information, however, there is little use of audios as a

multimedia resource, except Radio Panamericana

(M8), which by its nature works with this format.

Table 4: Morphology of the information indicators.

M1 M2 M3 M4

Cover News 7 7 7 7

Featured

headlines

6 0 7 3

News 525 160 493 380

Photographs 672 198 670 622

Audios 0 0 0 6

Videos 54 160 102 11

Advertising

banners

13 0 0 48

Icons 56 32 64 0

Microsites 0 0 7 7

Total 1337 562 1354 1088

M5 M6 M7 M8

Cover News 0 7 7 7

Featured

headlines

0 2 0 7

News 144 272 143 496

Photographs 216 262 159 532

Audios 0 0 8 0

Videos 133 0 24 123

Advertising

banners

0 0 0 18

Icons 0 0 6 72

Microsites 0 15 22 30

Total 497 562 373 1288

On the other hand, the presence of advertising

banners was recorded in three media outlets: El Erbol

Digital (M5), El Deber (M1) and Los Tiempos (M2

13, which allows us to deduce that Bolivian

cybermedia do not yet consider websites as models of

advertising sustainable business.

The advertising is displayed in sections

independently of the main information, the user can

observe the publicity when he needs it. Classified ads,

sale of motorcycles, cars, real estate, among others,

are presented. As additional services, information

related to the weather, peak day and license plate

when vehicles can be mobilized, monetary

quotations, among other aspects, are incorporated.

3.1 Accessibility

With respect to accessibility (table 5) taking into

account the evaluation criteria of this indicator from

0 to 12, the medium that obtains 8 compliance values,

with simple search, newspaper library, site map,

description of photos, size option of letter, content

adaptable, operability on the web and link to the main

page, is the digital medium La Razón (M4); to this

medium, as to the remaining seven, they still need to

implement an advanced search, an option to listen and

high contrast elements that help improve accessibility

for anyone, including those with some kind of visual

or auditory disability. In addition, the criteria

evaluated and existing in the pages allow these to be

perceived and be operable by the user.

The media that present 7 compliance indicators

and 5 non-compliance indicators are: Los Tiempos

(M2), Bolivia Tv (M3), El Diario (M7) and El Deber

(M1). And those that are less accessible, that is to say

they present 6, 5 and 4 values of fulfillment are El

Erbol Digital (M5), Red Bolivisión (M6) and Radio

Panamericana (M8).

Table 5: Accessibility of digital media.

Simple search

Advanced

Newspaper

library

Site Map

Multi language

Description of

photos

M1 1011 0 1

M2 1011 1 1

M3 1011 0 1

M4 1001 0 1

M5 1001 1 0

M6 1010 0 1

M7 1000 0 0

M8 1001 0 1

Option to listen

Letter size

High contrast

Content

adaptable

Operability of

the web

Link home

Page

M1 0 0 0 1 1 1

M2 0 0 0 0 1 1

M3 0 1 0 1 1 1

M4 0 0 0 1 1 1

M5 0 0 0 0 1 1

M6 0 1 0 1 1 1

M7 0 0 0 1 1 1

M8 0 1 0 1 1 1

It is highlighted that, all the cybermedia evaluated

have private ownership, except Bolivia Tv (M3)

public medium is operates under the economic model

of subsidies with state contribution and self-financing

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520

and in order to meet its objective of public good,

investment the digital must be greater, and with that,

achieve compliance with the 12 indicators.

3.2 Usability

In the evaluation the medium that registers 3 values

of compliance and 4 they do not comply, considered

the highest rank of the observation (0 to 7) is Los

Tiempos (M2), it needs to incorporate newsletter, a

user record, APP for free download and payment,

subscription and payment service.

In that average, the register presented by the

bolivians cybermedia is between 0 and 3 less the half

of the 7 proposed values. Only 4 media have an RSS

channel and a newsletter that they send to their

subscribers free, of charge through their email or in a

link to their web pages (Tabla 6).

Table 6: Usability of digital media.

RSS Channel

Newsletter

Registry

Free download

App

Payment

download APP

Free

subscription

Payment

subscription

M1 1 1 0 1 0 0 0

M2 0 0 0 0 0 0 0

M3 1 0 0 0 0 0 0

M4 0 0 0 0 0 0 0

M5 0 0 0 0 0 0 0

M6 1 0 0 0 0 0 0

M7 1 0 0 1 0 0 0

M8 0 0 0 0 0 0 1

The only digital medium, which has a free

subscription is Los Tiempos (M2), as observed,

classifies the most relevant and interesting

information according to the user's profile.

In regard to download APPs, only Radio

Panamericana (M8) has incorporated this service for

free, but requires changes in its functions.

3.3 Hypertextuality, Interactivity and

Multimedia

Hypertextuality in the digital environment is defined

as the action of linking (hyperlinks) and combining

texts. In the observation made to the Bolivians

cybermedia, its use is evidenced in a modest way, the

editorial structure is based on sections and headlines,

and therefore, they do not make use of innovative

resources to enlarge or present the news. The eight

media place information combined with text and

images, or texts and audios.

Table 7: Hypertextuality of digital media.

M1 M2 M3 M4

Author of the news 1 1 1 0

Specific autho

10 0 0

Printed version 0 0 0 0

Internal lin

00 2 0

Link to related news 6 0 3 8

External lin

00 1 0

Broken link or

image

0 0 0 0

Tags (labels or

categories)

6 0 0 0

Sponsored conten

00 0 0

Total 12 9 2 16

On the other hand, the media that use links to

related news is: El Erbol (M5) Digital and El Diario

(M7), the information they generate is complemented

by external sources related to the subject they publish.

In lesser proportion, Los Tiempos, El Deber and La

Razón are registers.

In the integral evaluation of the specific

parameters, the one that presents an outstanding

performance is the hypertextuality indicator for the

sum of the resources employed, El Deber (M1) is

highlighted, this means uses more tags (labels or

categories) to link the information generated and

hosted on the web, however, this does not guarantee

better results when the user performs a specific

search.

Likewise, Los Tiempos registers a number of

acceptable resources (15 in total) followed by the Red

Bolivisión (M6) that presents 12 resources, the latter

concentrates its results in broken links, which can

become a negative aspect when evaluating

performance and usefulness of the page.

Another aspect of observation is related to the

identification of the author in the news, this practice

is not continuous, they avoid at least on sensitive

issues, include the name of the journalist who

generated the information.

Regarding the Interactivity indicator (evaluation

from 0 to 12), the medium that obtained 6 compliance

values and 6 non-compliance means is Los Tiempos

(M2). This medium is highlighted by the

The Connectivity as Value Strategic: The Development the Digital Media in Bolivia

521

incorporation of comments, the action of sharing

information to reach more people; it offers the

resource of classification of the most read news or

content, social markers, surveys and social services.

The aspects that need to be incorporated are: general

blog and of users for direct interaction, forum, chat

and letters to the director.

Table 8: Interactivity of digital media.

M1 M2 M3 M4

Blogs 0 0 0 0

Blog users 0 0 0 0

Comments 1 0 1 0

Share 1 1 1 1

Contact autho

0 0 1 0

Forums 0 0 0 0

Cha

0 0 0 0

News / content +

read

1 0 1 1

Social bookmarks 1 0 0 1

Surveys 1 0 0 1

Services 1 0 1 0

Letters to the edito

0 0 0 0

Total 6 1 5 4

M5 M6 M7 M8

Blogs 0 0 1 1

Blog users 0 0 0 0

Comments 1 0 0 0

Share 1 1 1 1

Contact autho

0 0 0 0

Forums 0 0 0 0

Cha

0 0 0 0

News / content +

read

1 0 1 1

Social bookmarks 0 0 0 0

Surveys 0 0 0 1

Services 0 1 0 1

Letters to the edito

0 0 0 0

Total 3 2 3 5

They follow with 5 compliance values and 7 non-

compliance La Razón (M4) and El Deber (M1).

Finally, with values less than 5, that is, with little

interactivity on the site, there are El Erbol Digital

(M5), Red Bolivisión (M6), El Diario (M7) and

Bolivia Tv (M3). With these results it is deduced that

the generality the of digital media grants a passive

consumption of information, because the user does

not have the possibility to choose the content.

There is no personalization, the reader is subjected

to a predefined itinerary, there are few resources that

offer the user to become an interlocutor – issuer.

Regarding the indicator multimediality, it was

evaluated with the numerical record of the integrated

resources, used by the cybermedia and the

combination of at least two resources in the same

publication. In the observation of the bolivians media

it is determined that they combine, according to the

capacity granted by the digital support, illustrations,

infographics and videos.

Table 9: Multimedia of digital media.

Illustrations

Photography

Infographics

Audio

Video

Narrative

Duplicity

Live Coverage

M1 8407 0 0

M2 8000 0 2

M3 8817 0 0

M4 8100 0 1

M5 3108 0 1

M6 8100 0 0

M7 8007 0 1

M8 8308 0 4

In this sense, the medium that uses a greater

amount of resources is La Razón (8 illustrations,

infographics, 1 audio and 7 videos), followed by El

Deber, which counted 23, unlike La Razón (M4),

which includes live coverages. The media remaining,

We must highlight the juxtaposition of

multimedia resources, since they are placed one

followed by another, without connectors. The

cybermedia of Bolivia does not achieve the

simultaneous integration of the integrated

multimedial narrative, an aspect that is worked by

digital media with more trajectory and media

positioning, such as the New York Times and The

Guardian.

3.4 Constantly Updated and New

Trends in Journalism

In this indicator, two specific aspects were noted: the

current time and the last-minute section. The medium

that incorporates these two elements is La Razón

(M4), which means that it updates its contents in a

constant way (characteristic of digital journalism).

Today the speed of information requires immediacy

and constant updating is what guarantees that a

cybermedia is visited frequently and that each visit

generates one and another. On the other hand, the

media Los Tiempos (M2) and El Deber (M1) register

one compliance value (last minute section), while

Bolivia Tv (M3), El Erbol Digital (M5), Red

Bolivisión (M6), El Diario (M7) and Radio

Panamericana (M8), must evaluate their activity of

constant updating, due to register negative the values

and determine their function in the digital space.

In the digital field, the journalist has at his

disposal a series of tools and resources to tell stories

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and get the user involved. These expressions of

journalism have their own characteristics, starting

with immersion, through virtual reality. Regarding

this indicator, the bolivian cybermedia, mostly have a

value of 0 compliance, pending task for the

incorporation of these innovations in their websites.

With the same rating of 0 is assigned to mojo,

drone and mashup journalism, the absence of these

informative trends reflects that the media, although

they use mobiles for journalistic coverage, they have

not managed to complete the filming process,

production and edition, more they use small video

impressions for complete the stories broadcast on the

networks. The use of drones for hard-to-access

coverage is scarce and neither does it offer an

integrated information service from several sources,

characteristic of mashup journalism.

Along with the above, the presence of data

journalism in two cybermedia stands out: Los

Tiempos (M2) and El Deber (M1), in spaces called El

Deber Data and LT-Data. The works published in

these sections, with visualization and interpretation of

data, are eventual.

3.5 Social Networks and Digital

Platforms as Content Support

Social networks are, for the media, spaces of

interaction with the digital audience, the boom of

these "together with the participation of users and

technology have led to a paradigm shift in the

information models" (Ferreras Rodríguez, 2011). On

the other hand, it is undeniable the development and

positioning digital media without these networks of

connection that, in parallel, contribute to the

formation of communities and loyalty.

In the observation made to social networks and

digital platforms as content support, it is possible to

determine that the eight media evaluated have active

Twitter and Facebook accounts. Similarly, Google

Pus social network (closed in December 2018 by

decision of the Google team) present in the 8 media

evaluated, lacks updating, thus, the final closure did

not affect these media companies.

On the other hand, the use of Instagram is

highlighted, mainly with the publication of photos

and short videos, in 6 digital media: Los Tiempos

(M2), Bolivia TV(M3), La Razón (M4), El Erbol

Digital (M5), Red Bolivisión (M6) and El Deber

(M1). The media that have a value of 0, that is, do not

have Instagram are: El Diario (M7) and Radio

Panamericana (M8). As regards, Snapchat, Pinterest

and Flickr networks, these have not been considered

for the dissemination of information and approach to

users.

Among the digital platforms we can distinguish

the preferential use of YouTube in seven media: Los

Tiempos, Bolivia TV, La Razón (M4), El Erbol

Digital (M5), Red Bolivisión (M6), Radio

Panamericana (M8) and El Deber (M1) of the eight

evaluated. In compared to the Soundcluod that use 5

media Bolivia TV (M3), La Razón (M4), El Erbol

Digital (M5), Radio Panamericana M8), El Deber

(M1), and Vimeo that has a rating of 0, this last one

is a digital platform that allows sharing and storing

videos with momentary free and payment

membership, a factor that It is evaluated by bolivians

cybermedia, when sharing content.

4 CONCLUSIONS

In Bolivia, a pending issue is the enlargement of

connectivity the Internet that reaches a 45% coverage

with more incidence in the urban area. With this

scenario the country accomplishes develop and

maintain themselves in the digital space.

The pending task is connectivity, so that more

people can access the information provided by these

information platforms and be an active part of the

digital ecosystem. Actions that undoubtedly the

contribute for the development of TIC infrastructure.

The digital media represent information structures

that originate in the traditional systems that made the

leap to the web, and others digital natives. In both

cases, the Internet is an opportunity for the

deployment of business models and, above all, the

expansion of their coverage.

In this context, the level of Bolivian cybermedia,

according to the information architecture is positive

due to the number of compliance indicators. In the

specific evaluation, of media morphology, in of the

Bolivian digital media a scarce use of multimedia

resources is detected and the advertising aspect is not

exploited. The webs not sustainable models’

business.

The medium that accounts for the greatest number

and recurrent use of resources: cover news,

highlights, photographs, audios, videos, advertising

banners, icons and microsites is La Razón. The 6

remaining digital media, they need to incorporate

strategies so that their sites leave aside classic and

static web designs.

On the other hand, the distribution of information

in Bolivian digital media is limited to the presentation

of front-page news. The distribution of sections and

headlines is modest, strategy that does not guarantee

The Connectivity as Value Strategic: The Development the Digital Media in Bolivia

523

adequate performance of cybermedia. In addition,

resources hypertextuality, interactivity and constant

updating, they are not fully exploited.

The digital media insert information, texts,

images and audios with scarce innovative resources

(video or 360 images with first-person narrative that

allows the reader to become the main actor in the

story) and of integration and direct interaction with

the user (forum, chat, letters to the editor) on the web.

The reader is subjected to a predefined itinerary, the

resources offered to the user to be interlocutors and

senders are scarce. That is, they do not get with the

information a narrative multimedia integrated.

Accessibility allows a site to be perceived and

operated by the user. In the evaluation, La Razón led

compliance (8/12), however, the eight Bolivian

cybermedia should work with content that provides

options to listen to texts, regulate font sizes, work

with high contrast and adaptive content. Additionally,

invest in free and paid download applications, and

subscription mechanisms, to comply with the

usability indicator.

Is determined the null presence of journalistic

works that apply the new trends immersive

journalism, data, mojo, drone, mashup. Nor do they

present stories that highlights the use of drones in the

coverage the issues dangerous, as well as information

integrated coming from other sources.

Most cybermedia have a section dedicated to

journalistic work with visualization and interpretation

of data, but the publication of journalistic research

with data based is sporadic.

The study of the digital media allows to affirm

that, to these means they need to take advantage "the

potential that the Internet offers in all its context, the

audiences every time more they are associated with

technologies changing the forms of reception, [...].

They must restructure their "business models digital,

as a business instrument of economic retribution and

sustainability in the market" (Ordóñez et al., 2017).

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