Publication: Análisis comparativo del uso de la red social Instagram como plataforma periodística en los diarios El País y El Mundo (20215-2018)
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2022-04-29
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Universidad Complutense de Madrid
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Abstract
Tras esbozar la estructura de los contenidos a analizar y acotar la investigación bajo el título “Análisis comparativo del uso de la red social Instagram como plataforma periodística en los diarios El País y El Mundo (2015-2018)” se observa que la red social Instagram se ha popularizado en los últimos años y se ha coronado como la plataforma clave dentro del ámbito de la comunicación y el marketing, siendo idónea en el refuerzo y la dinamización del engagement. Paralelamente, en el ámbito del periodismo se tiene en cuenta el notable declive experimentado años atrás a raíz del desuso de los medios tradicionales, sin embargo, con la llegada de los cibermedios el sector de la información salió a flote de nuevo buscando e innovando en nuevas fórmulas de difusión de la actualidad. Con ello, los diarios de El Mundo y El País se adentraron en el ámbito de Instagram en 2015, pero nos surge la necesidad de comprobar si ambos medios han entendido el objetivo principal de la plataforma y si se está haciendo un uso correcto delas herramientas que dicha red social ofrece a fin de mejorar la relación con los consumidores y aumentar el engagement de las publicaciones...
After outlining the structure of the contents to be analysed and delimiting the research under the title "Comparative analysis of the use of the socialnetwork Instagram as a journalistic platform in the newspapers El País and El Mundo (2015-2018)" it is observed that the social network Instagram has become popular in recent years and has been crowned as the key platform within the field of communication and marketing, being perfect for the reinforcement and dynamization of engagement. At the same time, in the journalism field, the notable decline experienced years ago as a result of the disuse of traditional media is taken into account; however, with the arrival of the cyber media, the information sector was once again afloat, searching for and innovating in new formulas for the dissemination of current information. With this, the newspapers El Mundo and El País joined Instagram in 2015, but we need to check if both media have understood the main objective of the platform and if they are making the right use of the tools that this social network offers in order to improve the relationship with consumers and increase the engagement of their publications...
After outlining the structure of the contents to be analysed and delimiting the research under the title "Comparative analysis of the use of the socialnetwork Instagram as a journalistic platform in the newspapers El País and El Mundo (2015-2018)" it is observed that the social network Instagram has become popular in recent years and has been crowned as the key platform within the field of communication and marketing, being perfect for the reinforcement and dynamization of engagement. At the same time, in the journalism field, the notable decline experienced years ago as a result of the disuse of traditional media is taken into account; however, with the arrival of the cyber media, the information sector was once again afloat, searching for and innovating in new formulas for the dissemination of current information. With this, the newspapers El Mundo and El País joined Instagram in 2015, but we need to check if both media have understood the main objective of the platform and if they are making the right use of the tools that this social network offers in order to improve the relationship with consumers and increase the engagement of their publications...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 17-12-2021