Búsqueda, escaneo y evitación de información sobre COVID-19 en Chile

Autores/as

  • Macarena Peña y Lillo Universidad Diego Portales
  • Pablo Guzmán Universidad Diego Portales

DOI:

https://doi.org/10.7764/cdi.53.47775

Palabras clave:

información de salud, abuso de medios, comunicación de riesgos, encuesta, análisis cuantitativo, pandemia de coronavirus

Resumen

La pandemia de SARS-CoV-2 ha traído consigo una avalancha informativa, por lo que resulta clave comprender cómo se están informando las personas en este contexto. Este estudio busca conocer los patrones de búsqueda informativa, escaneo o exposición incidental y evitación de contenidos sobre coronavirus en Chile, e identificar las características individuales que explican las tres conductas informativas. Se realizó una encuesta a 3592 personas que combinó aplicación en línea (n=1891) y telefónica (n=1701) entre septiembre y noviembre de 2020. El análisis de datos incluyó descriptivos y modelos multivariados de regresión. Se encontró que el escaneo era más prevalente que la búsqueda. La fuente preferida de escaneo fue la televisión y la de búsqueda, los medios digitales. La edad se asoció negativamente con escaneo y búsqueda y positivamente con evitación. Las mujeres buscaron menos que los hombres y evitaron en mayor medida. Las personas con menor nivel educacional escanearon y buscaron en menor grado y evitaron más que aquellas con mayor escolaridad. Este trabajo muestra importantes brechas de acceso a información acerca de la pandemia por edad, género y nivel educacional en Chile. Los hallazgos subrayan la importancia de realizar esfuerzos específicos para llegar a los segmentos menos motivados en acceder a estos contenidos y destacan la centralidad de la televisión para alcanzar a los usuarios que hacen menos esfuerzos activos.

Biografía del autor/a

Macarena Peña y Lillo, Universidad Diego Portales

Es doctora y master en Comunicación de la Universidad de Illinois en Urbana-Champaign, Estados Unidos y periodista de la Universidad de Chile. Actualmente es profesora asociada de la Facultad de Comunicación y Letras de la Universidad Diego Portales e investigadora del Centro de Investigación en Comunicación, Literatura y Observación Social (CICLOS UDP). Su área de investigación es la comunicación de la salud, con énfasis en campañas comunicacionales y comunicación estratégica en salud, acceso y uso de información y desigualdades sociales en salud y comunicación.

Pablo Guzmán, Universidad Diego Portales

Es magíster en Comunicación con mención en Comunicación Estratégica de la Universidad Diego Portales y sociólogo de la Universidad de Chile. Cuenta con un diplomado en Docencia Universitaria y en Customer Intelligence.

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Publicado

2022-09-29

Cómo citar

Peña y Lillo, M., & Guzmán, P. (2022). Búsqueda, escaneo y evitación de información sobre COVID-19 en Chile. Cuadernos.Info, (53), 184–204. https://doi.org/10.7764/cdi.53.47775

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TEMAS GENERALES