Contenido informativo del periódico Tribuna Bolivarense en la red social Facebook y su relación con el nivel de participación de la audiencia en la ciudad de Guaranda.

Abstract

The research analyzes the informational content published by the newspaper Tribuna Bolivarense on the social network Facebook and its relationship with the level of audience participation in the city of Guaranda during the period July–December 2025, from a quantitative approach. It combines content analysis of the posts with the measurement of digital interaction, taking into account reactions, comments and shares, as well as the application of a survey to residents, in order to determine which topics, genres and informational formats generate greater engagement on the page. The study makes it possible to identify the outlet’s digital strategy and, based on the results, proposes guidelines to improve content planning and strengthen the relationship between Tribuna Bolivarense and the Guaranda community in the Facebook environment, providing ways to reinforce the role of local journalism in the context of digital communication and citizen participation.