Publication: El uso que están haciendo de Twitter las emisoras de radio generalistas españolas: análisis de la situación y establecimiento de buenas prácticas
Loading...
Files
Official URL
Full text at PDC
Publication Date
2017-08-10
Authors
Advisors (or tutors)
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Complutense de Madrid
Citations
Exportar
Abstract
Desde hace diez años, los medios han integrado Twitter dentro de sus estructuras de trabajo y lo han convertido en una herramienta imprescindible de comunicación y contacto con el mundo exterior. En nuestro caso, hemos estudiado el uso que las principales emisoras de radio generalistas españolas -Cadena SER, Onda Cero, COPE y Radio Nacional de España- están haciendo de este servicio. Para ello, hemos llevado a cabo un análisis del contenido de la actividad generada por estas cuatro emisoras desde sus cuentas corporativas oficiales. Este análisis ha sido doble: por un lado, hemos examinado la morfología de las cuentas a partir de la información que proporciona Twitonomy y que hemos procesado con el algoritmo generado por Moya (2015). En un segundo momento, completamos este retrato con el análisis del contenido de los mensajes publicados por estas cuatro emisoras. Para este segundo análisis, el periodo objeto de estudio estuvo compuesto por cuatro meses consecutivos desde abril hasta julio de 2013. En este periodo, las emisoras publicaron un total de 13.494 tuits, que categorizamos a partir de un código que incluía variables formales y otras relativas al fondo de los mensajes. Los resultados certifican que COPE y la SER fueron las emisoras más activas ya que todos sus tuits representaron el 81,6% de la muestra. En general, las emisoras han incorporado Twitter a su rutina habitual de trabajo ya que todos los días generaron contenido en los perfiles corporativos. Las emisoras utilizaron Twitter sobre todo como herramienta de difusión de información (56%) y de auto promoción de contenidos propios (40,3%). Por emisoras, la Cadena SER fue la más informativa junto con Onda Cero. COPE presentó unos niveles más ajustados entre la información y la promoción. Radio Nacional de España utilizó el servicio con un fin exclusivamente promocional. La auto promoción se hizo fundamentalmente a través de retuits (18%), menciones (39,2%) y enlaces internos (99,7%). Además, raramente se usaron hashtags externos y solo un 16,9% de los tuits incluyó este recurso. Estos indicadores muestran un déficit conversacional en el uso de Twitter como canal social y un nulo interés por la creación de comunidad. En lo formal, detectamos también que los tuits presentaron casi siempre la misma estructura de texto más enlace a la propia web. Las actualizaciones apenas incluyeron podcasts, fotos y vídeos u otro material multimedia...
For ten years news outlets have integrated Twitter into their work structures. It has become an indispensable tool for communication and contact with the external world. This contribution analyses how main Spanish talk radio stations -SER, Onda Cero, COPE and Radio Nacional de España- are using Twitter. In order to do so, we have conducted a content analysis of the updates published from the corporate accounts of these four stations. This analysis has had two sides: in one hand, we have examined the morphology of the accounts from the information provided by Twitonomy and we have processed it with the algorithm generated by Moya (2015). In the other hand, we have completed this portrait by analysing the content of the messages posted by these four stations. For this second analysis, the study period was composed of four consecutive months from April to July 2013. During this time, the official accounts published a total of 13,494 tweets. We have analyzed each of them by using a code that included formal variables and other related to the purpose of the messages. Results confirm that, during these four months, COPE and SER were the most active stations as the sum of their tweets accounted for 81.6% of the total sample. In general, Spanish talk radio stations have normalized the use of Twitter since they publish content on a daily basis. Broadcasters used Twitter mostly as a tool to publish information (56%) and to self promote their contents (40.3%). SER and Onda Cero presented a more informative profile. COPE stood with more adjusted levels between information and promotion. Meanwhile, Radio Nacional de España used the service only with a promotional purpose. Self-promotion was achieved primarily through retweets (18%), internal mentions (39.2%) and internal links (99.7%). External hashtags were rarely used (16.9%). Apart from these two purposes, broadcasters hardly used Twitter for other issues. This leads us to speak of a conversational deficit in the use of the service. Furthermore, from a formal perspective, most tweets presented a very basic and predictable scheme composed of text plus link. Podcasts, pictures or videos hardly appeared during the study period...
For ten years news outlets have integrated Twitter into their work structures. It has become an indispensable tool for communication and contact with the external world. This contribution analyses how main Spanish talk radio stations -SER, Onda Cero, COPE and Radio Nacional de España- are using Twitter. In order to do so, we have conducted a content analysis of the updates published from the corporate accounts of these four stations. This analysis has had two sides: in one hand, we have examined the morphology of the accounts from the information provided by Twitonomy and we have processed it with the algorithm generated by Moya (2015). In the other hand, we have completed this portrait by analysing the content of the messages posted by these four stations. For this second analysis, the study period was composed of four consecutive months from April to July 2013. During this time, the official accounts published a total of 13,494 tweets. We have analyzed each of them by using a code that included formal variables and other related to the purpose of the messages. Results confirm that, during these four months, COPE and SER were the most active stations as the sum of their tweets accounted for 81.6% of the total sample. In general, Spanish talk radio stations have normalized the use of Twitter since they publish content on a daily basis. Broadcasters used Twitter mostly as a tool to publish information (56%) and to self promote their contents (40.3%). SER and Onda Cero presented a more informative profile. COPE stood with more adjusted levels between information and promotion. Meanwhile, Radio Nacional de España used the service only with a promotional purpose. Self-promotion was achieved primarily through retweets (18%), internal mentions (39.2%) and internal links (99.7%). External hashtags were rarely used (16.9%). Apart from these two purposes, broadcasters hardly used Twitter for other issues. This leads us to speak of a conversational deficit in the use of the service. Furthermore, from a formal perspective, most tweets presented a very basic and predictable scheme composed of text plus link. Podcasts, pictures or videos hardly appeared during the study period...
Description
Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Periodismo II, leída el 13/12/2016