Digital environments: dissemination of culture through journalistic formats in a Media Lab

This article discusses results of an applied experimental and cross-sectional research - in a first phase. It focuses in undergraduate students of social communication to develop critical and analytical skills in order to understand and communicate culture, in general, and performing arts, in particular. The research question was how and which communication strategies could be used to cultivate competences of students in a Peruvian public university to contribute to the criticism and promotion of performing arts? This paper, therefore, has to linked objectives. The first one was to describe how a methodology is developed for the promotion - through digital environments - of performing arts. The second one was to explain communication strategies to develop it in a Media Lab. The hypothesis is that creating a Critical Youth Club can support solutions to little communication about culture phenomena. The selected sample was undergraduate social communication students of the biggest and oldest university in Peru: Universidad Nacional Mayor de San Marcos, in Peru. it focuses in their Media Lab. The goal was to strengthened criticism and communication skills. As a result, the research demonstrates that creating a Critical Youth Club contributes to generate a space for training and developing skills in the use of journalistic formats for digital environments.