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Ítem Intervención en la divulgación de la agenda de teatro de Cali(Universidad Icesi, 2015-01-01) Parra Cardona, Wilder; Bolívar Cuevas, Daniel Alejandro; Asesor Tesis; Asesor TesisThe communication strategies for theatrical productions present some difficulties of adaptation in the digital world, is hard to understand the sector dynamics. Turning digital hasn’t been easy due to the lack of update in terms of content and dissemination strategies. Theater groups are facing a crisis with the audience but also the marketing and production model. Throughout research the theater world and current cultural agenda have been checked, analysis proved the behaviour of prosumer users to be influencer and social network as a spreading channel that leads to a public-bonding scenario strengthening its involvement on the field.