This text presents the results of an investigation on the habits about the dynamics of the communication, transformed by the generations that nowadays go through the universities in Manizales. Research carried out with the support of the Observatory of Media and Opinion of the School of Communication and Journalism of the University of Manizales. With an empirical-analytical approach, a mixed methodology and a probabilistic, random, stratified sampling, 646 surveys were applied to members (students, professors and administrators) of six universities in the city. The purpose was to study how audiences are linked to the media by defining two study variables: Consumption and Uses. It is concluded that there is a change that, at the same time, creates tensions in the forms of media consumption due to the irruption of the digital age with the prevalence of a gap between traditional and modern media; It changes the form but not the interest in consuming the media, although with a tendency towards solitary consumption preferences.