The Galician newspapers on the online social networks: presence and positioning in the new communicative setting

The Galician newspapers on the online social networks: presence and positioning in the new communicative setting

The Galician newspapers prioritized the use of social networks as a distribution channel while they explore other applications in the new communicative scene. This study describes and classifies the activity and contents of the general newspapers of major diffusion in Galicia, together with the most...

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Journal Title: Estudios sobre el Mensaje Period铆stico
First author: Xos茅 L贸pez Garc铆a
Other Authors: Sara Alonso Rodr铆guez
Traslated keyword:
Language: Undetermined
Get full text: http://revistas.ucm.es/index.php/ESMP/article/view/43484
Resource type: Journal Article
Source: Estudios sobre el Mensaje Period铆stico; Vol 19, No 2 (Year 2013).
DOI:
Publisher: Universidad Complutense de Madrid
Usage rights: Reconocimiento (by)
Subjects: Social Sciences/Humanities --> Communication
Abstract: The Galician newspapers prioritized the use of social networks as a distribution channel while they explore other applications in the new communicative scene. This study describes and classifies the activity and contents of the general newspapers of major diffusion in Galicia, together with the most veteran native digital, on three of the social networks with greater penetration in the Community (Facebook, Twitter and Youtube) according to their presencepromotion, the management of the conversation and the creation of contents of general interest. The results draw a media landscape still dominated by the traditional passive and oneway model in which the potential of social networks are limited to the showcase for promotion and the distribution of content.
Translated abstract: Los peri贸dicos gallegos priorizan el empleo de las redes sociales como canal de distribuci贸n mientras exploran otros aprovechamientos en el nuevo escenario comunicativo. El presente estudio describe y clasifica la actividad y contenidos de los diarios generalistas de mayor difusi贸n en Galicia, junto con el nativo digital m谩s veterano, en tres de las redes sociales con mayor penetraci贸n en la Comunidad (Facebook, Twitter y Youtube) seg煤n su presenciapromoci贸n, la gesti贸n de la conversaci贸n y la creaci贸n de contenidos de inter茅s general. Los resultados alcanzados dibujan un paisaje medi谩tico a煤n dominado por el tradicional modelo pasivo y unidireccional en el que las potencialidades de las redes sociales se limitan al escaparate de promoci贸n y la distribuci贸n de contenido.