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The digital transformation has significantly modified institutional communication dynamics within universities, generating new challenges for the projection of their image in digital environments. In this context, the present study aimed to analyze the use of audiovisual strategies for the projection of the university image on digital platforms within the context of public higher education in Panama. The research was developed under a quantitative descriptive approach, with a non-experimental and cross-sectional design. Data collection was carried out through a structured instrument applied to university students, aimed at identifying their perceptions regarding the use of audiovisual resources, institutional digital presence, and the impact of such content on the construction of university image. The results reveal that audiovisual content represents one of the most effective communication resources for strengthening institutional visibility, improving interaction with the student community, and consolidating university identity in digital media. Furthermore, digital platforms have become strategic spaces for the dissemination of academic, institutional, and cultural information. It is concluded that the planned incorporation of audiovisual strategies can significantly contribute to strengthening the institutional image of public universities, promoting more dynamic and accessible communication processes aligned with contemporary digital practices within the university community.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
