<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-7467</journal-id>
<journal-title><![CDATA[RIDE. Revista Iberoamericana para la Investigación y el Desarrollo Educativo]]></journal-title>
<abbrev-journal-title><![CDATA[RIDE. Rev. Iberoam. Investig. Desarro. Educ]]></abbrev-journal-title>
<issn>2007-7467</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudios e Investigaciones para el Desarrollo Docente A.C.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-74672021000200140</article-id>
<article-id pub-id-type="doi">10.23913/ride.v12i23.1060</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Why use WhatsApp? college graduates answers in Mexico, a personal mass communication proposal]]></article-title>
<article-title xml:lang="es"><![CDATA[¿Por qué usar Whatsapp? responden egresados universitarios en México, una propuesta de comunicación personal masiva]]></article-title>
<article-title xml:lang="pt"><![CDATA[Por que usar o Whatsapp? graduados da universidade respondem no México, uma massiva proposta de comunicação pessoal]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bordas-Beltrán]]></surname>
<given-names><![CDATA[José Luis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arras-Vota]]></surname>
<given-names><![CDATA[Ana María de Guadalupe]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Porras Flores]]></surname>
<given-names><![CDATA[Damián Aarón]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gutiérrez-Diez]]></surname>
<given-names><![CDATA[María del Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Chihuahua  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Chihuahua  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Autónoma de Chihuahua  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Autónoma de Chihuahua  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<volume>12</volume>
<numero>23</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-74672021000200140&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-74672021000200140&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-74672021000200140&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The way in which the communication process is carried out has evolved over time, as has our ability to adapt to it and use it as one more tool of our natural way of relating every day. This study seeks to analyze how individuals from Mexico value the use of WhatsApp (WA), by age and gender, as well as the time and reasons that lead them to use the mobile instant messaging (MIM) application. The method used is applied research, of a field and descriptive mode, using the following methods: analytic-synthetic and deductive theoretical. The research techniques used were bibliographic, surveys and structured interviews, applied to a sample of 237 WA users in Mexico. The results were analyzed with the SPSS and ATLAS packages. The analysis and interpretation of the information allows for identifying that WA&#8217;s most valued characteristics are its function as a mean of communication, its speed, and ease of use. The least valued attributes are junk information, distraction and seeing it as a waste of time. In addition, the younger people are, the more time they spend using WA. In addition, the study presents an Axiological and Teleological model of WA as perceived by users, as well as a Personal Mass Communication Model. Understanding that WA is valued as a fast and easy-to-use personal mass communication means allows groups, companies and organizations, including MIM applications, to use it as a channel of information to establish contact and send messages that generate direct interpersonal relationships with those groups that they intend to reach.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La forma en el cual el proceso de comunicación se realiza ha ido evolucionando con el paso del tiempo, al igual que nuestra capacidad para adaptarnos a ello y utilizarlo como una herramienta más de nuestra forma natural de relacionarnos día con día. Por lo tanto, el presente estudio busca analizar la forma en que las personas en México valoran el uso del WhatsApp, por edad y género, así como el tiempo y los motivos que los llevan a utilizar la aplicación de mensajería instantánea (MI). La investigación es aplicada, de campo y descriptiva, utiliza los métodos: analítico sintético y teórico deductivo. Las técnicas de investigación utilizadas fueron bibliográficas, encuestas y entrevista estructurada, aplicada a una muestra de 237 usuarios de WA en México. Además, los resultados se analizaron con los paquetes SPSS y ATLAS. El análisis e interpretación de la información permite identificar que lo más valorado de WA, por las personas en México, es su función como medio de comunicación, la rapidez, y facilidad de uso y lo menos valorado es la información basura, la distracción y lo que aducen como robo de tiempo. Además, mientras más jóvenes son las personas es mayor el tiempo que dedican al uso de WA. Adicionalmente, el estudio presenta un modelo axiológico y teleológico sobre la percepción que tienen los usuarios sobre el WA, así como un modelo de Comunicación Personal Masiva. Comprender que el WA es valorado como medio de comunicación personal masiva rápida y fácil de utilizar permite que tanto grupos, empresas y organizaciones, de diversos giros, entre ellos de aplicaciones MI, lo puedan utilizar como canal de información para establecer contacto y enviar mensajes que generen relaciones interpersonales directas con aquellos a los que se pretende alcanzar.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A forma como o processo de comunicação é realizado tem evoluído ao longo do tempo, bem como a nossa capacidade de a adaptarmos e a utilizamos como mais uma ferramenta da nossa forma natural de nos relacionarmos todos os dias. Portanto, este estudo busca analisar a forma como as pessoas no México valorizam o uso do WhatsApp, por idade e sexo, bem como o tempo e os motivos que os levam a usar o aplicativo de mensagens instantâneas (MI). A pesquisa é aplicada, de campo e descritiva, utiliza os métodos: analítico sintético e teórico dedutivo. As técnicas de pesquisa utilizadas foram bibliográficas, levantamentos e entrevistas estruturadas, aplicadas a uma amostra de 237 usuários de WA no México. Além disso, os resultados foram analisados com os pacotes SPSS e ATLAS. A análise e interpretação da informação permite-nos identificar que o mais valorizado da WA, pelos mexicanos, é a sua função de meio de comunicação, rapidez e facilidade de utilização e o menos valorizado é a informação lixo, distração e qual eles reivindicar como roubo de tempo. Além disso, quanto mais jovens são, mais tempo passam usando WA. Além disso, o estudo apresenta um modelo axiológico e teleológico sobre a perceção que os usuários têm sobre a CT, bem como um modelo de Comunicação Pessoal de Massa. Entender que WA é valorizado como um meio de comunicação pessoal de massa rápido e fácil de usar permite que grupos, empresas e organizações, de vários tipos, incluindo aplicativos de MI, utilizem-no como um canal de informação para estabelecer contato e enviar mensagens que gerem relacionamento interpessoal com aqueles que você deseja alcançar.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[WhatsApp]]></kwd>
<kwd lng="en"><![CDATA[personal mass communication]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[identity]]></kwd>
<kwd lng="en"><![CDATA[culture]]></kwd>
<kwd lng="es"><![CDATA[WhatsApp]]></kwd>
<kwd lng="es"><![CDATA[comunicación personal masiva]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[identidad]]></kwd>
<kwd lng="es"><![CDATA[cultura]]></kwd>
<kwd lng="pt"><![CDATA[WhatsApp]]></kwd>
<kwd lng="pt"><![CDATA[comunicação pessoal de massa]]></kwd>
<kwd lng="pt"><![CDATA[redes sociais]]></kwd>
<kwd lng="pt"><![CDATA[identidade]]></kwd>
<kwd lng="pt"><![CDATA[cultura]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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