Uses and benefits of NFTs in Lithuanian digital culture
Introduction: The interplay between digital culture and non-fungible tokens (NFTs) represents a major paradigm shift in the creative industries, especially in the European context. This article examines the relevance of this issue, highlighting the transformative impact of NFTs on artistic practices and the art market in general. The study addresses the dual nature of NFT as a source of opportunities and challenges for artists, including issues of authenticity, intellectual property rights and environmental sustainability. The study aims to understand the implications of NFTs for European artists, focusing on their potential to enhance economic opportunities while recognizing the associated risks. Methodology: A mixed-methods approach is employed, including a comprehensive review of the academic literature, as well as a survey of artists, collectors and entrepreneurs to gather information on their experiences and perceptions of NFTs. Findings: These reveal that while NFTs offer innovative avenues for monetization and audience engagement, they also raise critical concerns about market volatility, regulatory frameworks and ethical implications. As artists grapple with the complexities of market volatility and ethical dilemmas, there is an imperative need for clear regulations and frameworks, as well as fostering knowledge and collaboration. Conclusions and discussion: This article contributes to the discourse on the future of digital culture in Lithuania, suggesting that a balanced approach is essential to harness the benefits of NFT while mitigating its challenges
Copyright (c) 2024 Miglé Eleonora Černikovaitė, Isabel Palomo-Domínguez, Gloria Jiménez-Marín https://creativecommons.org/licenses/by-nc-nd/4.0
The construction of political narratives in South American electoral campaigns: a social media analysis
Introduction: Contemporary political communication is characterized by a “narrative turn” where politicians and parties strategically employ stories to construct identities, mobilize the masses, and legitimize their power. This study aims to analyze the frequency with which presidential candidates resort to political narratives and to assess whether the trend towards a 'narrative turn' in electoral campaigns is confirmed. Methodology A quantitative exploratory content analysis was conducted on social media posts (Instagram, X, Facebook, and TikTok) by presidential candidates in seven South American countries. Variables related to the presence of political narratives, their nature, predominant themes, and public reactions were coded. Data reliability was ensured through a rigorous coding process and inter-rater analysis. Results: The study reveals a predominance of narrative content in South American presidential campaigns, confirming the "narrative turn" in political communication. Personalized storytelling outperforms storydoing, suggesting a preference for first-person stories. Discussion: Candidates prioritize proselytizing themes, but the public shows greater interest in personalized storytelling, questioning the effectiveness of storydoing. Conclusions: The results exhibit a transformation in political communication, where narratives and images play a central role. Citizens value emotional connection and identification with candidates, posing challenges for the construction of a more informed and rational public debate.
Copyright (c) 2024 Gonzalo Sarasqueta, Martina Ferrero, Samantha Olmedo, Erick Roberto Rojas Montiel, Cristian Castillo Peñaherrera, Rodrigo Martínez Rodríguez, Nilsa Maíz de Sotomayor, Juan Reynaldo Salinas Goytia, Ana Cecilia Ames Tineo de Saavedra https://creativecommons.org/licenses/by-nc-nd/4.0
Analysis of Generative Artificial Intelligence Applications in Strategic Sectors: A Literature Review
Introduction: Generative Artificial Intelligence (GAI) is a disruptive technology capable of creating data that mimics real patterns, transforming strategic sectors such as healthcare, education, finance, and transportation. This study addresses three key questions: What are its main applications? What benefits does it offer? And what challenges does it present? From an analysis of 7,902 articles published between 2020 and 2024, 198 relevant studies were selected, highlighting both its practical applications and challenges. Methodology: The research was conducted following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) methodology, using databases such as ACM Digital Library, IEEE Xplore, ScienceDirect, and Web of Science. Tools like VOSviewer and Scimat were employed to identify co-citation patterns and thematic evolution. The analysis focused on key technologies such as Generative Adversarial Networks (GANs) and language models. Results: GAI has transformative applications: in education, it personalizes learning with virtual tutoring and adaptive content; in healthcare, it enhances clinical simulations and accelerates drug development; in transportation, it optimizes routing and sustainability; in marketing, it enables precise segmentation and creative content generation; and in communication, AGI revolutionizes interpersonal and organizational dynamics by improving real-time decision-making, automating text generation, and optimizing human-machine interaction. These applications have driven efficiency and innovation across multiple sectors. Discussion: The adoption of GAI drives technological progress, advancing personalization and operational optimization. Its impact could be broadened by adapting applications to local contexts and emerging sectors, maximizing its reach and benefits. Conclusions: GAI is establishing itself as a key tool for sustainable and inclusive development. This study provides a foundation for future research, encouraging innovative applications that effectively and globally transform strategic sectors.
Copyright (c) 2024 María García de Blanes Sebastián, Luis Díaz-Marcos, Óscar Aguado Tevar, Alberto Tomás Delso Vicente https://creativecommons.org/licenses/by-nc-nd/4.0
Media and Information Literacy and Citizenship Education in university students
Introduction: Media and Information Literacy (MIL) and Civic Formation (CF) are essential competencies for critical and ethical democratic participation. This research aims to determine the causal relationship between these competencies in university students, exploring their correlation, mediating factors, and explanatory effects. Methodology: Using a quantitative, correlational, and explanatory approach, the relationship between MIL and CF was analyzed in a sample of 906 students from a public university in Peru. Validated questionnaires, non-parametric techniques, and regression analysis were employed to assess direct and indirect effects, ensuring representativeness, reliability, and adherence to ethical principles. Results: MIL shows a positive and significant relationship with CF (rho = 0.59), with a strong direct impact, highlighting the influence of Digital and Informational Literacy on Responsibility and Citizen Participation, although critical competencies require strengthening and external factors have limited mediation. Discussion: The study confirms the causal relationship between MIL and CF, demonstrating a direct and significant impact that validates the initial hypothesis and emphasizes the need to strengthen education in digital competencies to shape critical, informed, and engaged citizens in the digital age. Conclusions: The positive relationship between MIL and CF is confirmed, highlighting the need to more effectively integrate the critical competencies of MIL into educational programs to shape critical, ethical, and engaged citizens who are committed to global challenges and sustainable development.
Copyright (c) 2024 Osbaldo Turpo-Gebera, Cinthia Rosales-Márquez, Olger Gutiérrez-Aguilar, Elmer Rivera-Mansilla https://creativecommons.org/licenses/by-nc-nd/4.0
Does talking about advertising make me recognize it better? Incidence of parental and social mediation on the advertising literacy of the Alpha generation
Introduction: The research presented here addresses how children aged 7-10, belonging to Generation Alpha, perceive and manage the advertising content they are exposed to in digital environments. In addition, it focuses on analyzing how interactions with their parents/guardians and friends influence their ability to recognize persuasive formats and their perceived control over advertising. Methodology: This research uses a quantitative methodology with a sample of 1,304 children in Spain, applying a questionnaire that measures knowledge about advertising, the ability to recognize it and the degree of parental and social mediation. Results: The results show that children who discuss advertising with their parents have a better understanding of the advertising phenomenon and feel more able to identify advertisements. However, conversations with friends, although relevant, have less impact. In addition, children perceive greater control over digital advertising when they are more knowledgeable about it. In the end, conversations with parents about advertising not only increase children's perceived knowledge of advertising, but also reinforce their confidence in their ability to identify advertising content. Discussion: One of the main conclusions of this work indicates that parental mediation is key to children's advertising literacy, while social mediation complements this process. Conclusions: These findings underline the need to design educational programs that involve parents in advertising literacy, fostering an environment that promotes enriching conversations about advertising.
Copyright (c) 2024 Ainhoa García Rivero, José Antonio Cortés Quesada, Beatriz Feijóo, Patricia Núñez Gómez https://creativecommons.org/licenses/by-nc-nd/4.0
From frequency to algorithm: Implementing AI in Spanish radio stations
Introduction: The Spanish radio sector is entering a process of strategic reconfiguration in which artificial intelligence is beginning to redefine how its content is produced, distributed and consumed, breaking down traditional boundaries and shaping radio as a more dynamic, interactive and participatory medium. This study analyses in detail the AI implementation strategies of the six large media groups that manage the 10 most listened-to radio stations in Spain (Prisa Radio; Ábside Media; Atresmedia Radio; KissMedia; RNE and Radiocat). Methodology: Through in-depth interviews with innovation, technology, digital and strategy managers, we explore current applications, organisational dynamics, the professional profiles involved, the barriers identified and future prospects. Results: The results show an uneven integration of AI at two speeds: on the one hand, significant advances in content personalisation, workflow optimisation, verification, diversification of business models and experimentation with synthetic voices are identified, while broadcasters are still in the initial stages, focused on the use of basic automation tools for content management and transcription of broadcasts. Discussion: The main barriers detected point to the lack of economic resources, cultural resistance and the scarcity of specialised profiles, although the first internal ethical regulations aimed at guaranteeing a transparent and responsible use of these technologies are already being outlined. Conclusions: The industry agrees on the potential of AI to transform radio through personalised experiences, immersive narratives and more efficient processes.
Copyright (c) 2024 César Fieiras Fieiras Ceide, Miguel Túñez López, Tania Fernández Lombao https://creativecommons.org/licenses/by-nc-nd/4.0
Fact-checking in Europe: data journalism as the spearhead in the fight against COVID-19 misinformation
Introduction: This research analyses the content strategy of fact-checkers from five Western European countries and, within it, the way they used data journalism to fight against misinformation about COVID-19. Methodology: From a sample of 2,410 publications by 25 European fact-checkers, a content analysis is conducted to define the type of content published, the use or non-use of data journalism techniques, the level of development of these techniques (analysis based on the incorporation of visualizations, their production model, and their typology), and the inclusion of transparency elements. Results: Fact-checkers base their content strategy on a dual approach: the publication of fact-checks complemented by contextual content. Data journalism techniques appear in 35.9% of the total, with this percentage exceeding 40% in 12 of the 25 media outlets in the sample. The use of visualizations reaches 39.5% of the publications with data journalism, a percentage that exceeds 40% in 11 of the 25 outlets in the sample. Discussion: Data journalism played a significant role in the content strategy of fact-checkers, particularly in the creation of contextual content (reports). There is an uneven relationship between European fact-checkers and data journalism. Conclusions: The study proposes a categorization of fact-checkers based on their relationship with data journalism and describes pathways of convergence between the disciplines of fact-checking and data journalism at both methodological and transparency levels.
Copyright (c) 2024 José Casás, Xosé López García, Alba Silva Rodríguez https://creativecommons.org/licenses/by-nc-nd/4.0
The Perceptions of Filmmakers on Audiovisual Production with Smartphones in Argentina, Colombia, Mexico, and Peru
Introduction: Smartphones have become a versatile tool for many audiovisual communicators due to their accessibility, practicality, and cost, as well as the technical and aesthetic possibilities they offer. This research aims to contribute to the understanding of audiovisual production practices with smartphones in four Latin American countries. Methodology: For our analysis, semi-structured interviews were designed and conducted with 18 directors of short films recorded with smartphones from Argentina, Colombia, Mexico, and Peru. Results: The findings provide an overview of audiovisual production with smartphones in four Latin American countries and identify the possibilities and limitations of this mobile device from the perspective, training, and practice of different directors. It also presents a discussion and reflection on its impact on the audiovisual industry in each country. Discussion and Conclusions: It is demonstrated how smartphones have become a great option for audiovisual production and independent productions in Latin America. However, it remains an underestimated tool within the audiovisual industry and higher education in audiovisual training, relegating it to the category of amateur and informal learning.
Copyright (c) 2024 Félix Enrique García Anhuaman, Víctor Omar Vite León, Luis Felipe Cardona del Real, Christiana Poggi Parodi https://creativecommons.org/licenses/by-nc-nd/4.0
Correlation between media consumption associated with fake news and mindset: a study from a media ecology perspective
Introduction: This study explored the relationship between media consumption associated with fake news and the mindset of citizens in Peru from the perspective of media ecology. Methodology: The research is quantitative and correlational. A sample of 937 citizens, aged 19 to 59 years, from the 25 departments of the country were surveyed. Data were analyzed using SPSS and Pearson's correlation coefficient. Results: A positive correlation was found between consumption associated with fake news and mindset. This relationship suggests that the characteristics of fake news (surrealism, exaggeration, impact, emotionality, persuasiveness) are associated with people who consider their intelligence as malleable. The results also indicate a generalized distrust of social networks and their association with fake news. Discussion: The relationship between fake news consumption and mindset points to the need to generate spaces for the responsible social use of ICTs and counteract disinformation. Peruvians interviewed are aware of the dangers lurking in the media ecosystem. Conclusions: Peruvians, according to the results of the study, live as if they were fish in water in the media ecosystem, being aware of the dangers lurking due to disinformation and fake news.
Copyright (c) 2024 Felipe Anderson Rios Incio, Ángel Emiro Páez Moreno, Milagros Thalía Leiva Marín, Francisco Javier Barquero Cornelio, Luis Ernesto Paz Enrique https://creativecommons.org/licenses/by-nc-nd/4.0
Feeding the ego. The trivialisation of influencers' content and its impact on young people's identity. Case studies in Spain and Chile
Introduction: Social media are the most popular among young people: they identify with the content and feel they are part of a collective. We analyse the content of the main influencers in Spain and Chile to find out: 1) what they talk about and identify whether it is informational, educational or entertainment content; 2) determine its quality and whether it eventually leads to misinformation and tends to trivialisation; and 3) reflect on the quality of the content and how it can affect the configuration of young people's media diet. Methodology: Twelve accounts of influencers on Instagram, TikTok and YouTube were analysed through 439 contents. A comparative content analysis combining qualitative and quantitative methods was proposed. Results: Influencers talk about a wide variety of topics, but they prioritise their personal lives from an entertainment perspective. The poor quality of the content is noted, which tends to trivialisation. Discussion: Although the study on the impact of social media on the mental health of young people is extensive, less research focuses on analysing the content of influencers and how they influence their followers. Conclusions: Identifying this trivialisation of content can contribute to the development of public policies and training programmes in media literacy and encourage the regulation and self-regulation of content on social media, due to the impact on the mental health of young people, who are building their identity.
Copyright (c) 2024 Núria Roca Trenchs, Ana María Castillo Hinojosa, Pedro Sigaud Sellos https://creativecommons.org/licenses/by-nc-nd/4.0
It's not the what, it's the who: the importance of the leader in getting the message across
Introduction: In a context of increasing personalization of politics, the influence of leaders on communicative processes is increasingly prominent. However, we do not have much evidence comparing the effects of the senders and of the topics of the message on the reactions of audiences. Therefore, the present research seeks to test whether the levels of support or rejection of a message are influenced by who its sender is. Methodology: A survey experiment was designed with a total of 719 participants from the panel of the Centro de Estudios Murciano de Opinión Pública (CEMOP). Data collection began on July 9, 2023 and ended on July 21, 2023, in the middle of the electoral campaign for the general elections held in Spain. The participants were randomly divided into four groups and had to show their levels of support or rejection to a message presented in the form of a text-vignette, changing the sender depending on the group. Results: The findings point to the existence of a singular leadership, that of Santiago Abascal, which has the capacity to influence the responses of individuals even when he does not emit positional messages. Abascal's presence as a sender influences the responses, regardless of the issue at hand or the attitudes and characteristics of the participants. A "negative personalism" effect is observed, according to which certain individuals only need to know who is defending something in order to reject a message. Discussion: Political leaders can introduce significant biases that condition citizens' responses to the messages issued, regardless of the specific thematic content of the messages. This allows us to reflect on the relationships between leadership and polarization, as well as to attend to the conditioning factors of the success of communication processes. Conclusions: The results of this research have important implications for understanding the positions of voters in the face of the messages
Copyright (c) 2024 Ismael Crespo Martínez, Alberto Mora Rodríguez, José Miguel Rojo Martínez https://creativecommons.org/licenses/by-nc-nd/4.0
Purchase intention and negative response towards influence on Instagram: The effect of interaction and motivation.
Introduction: The study focused on determining whether users' activities on Instagram influence their purchase intention on the platform and how intention is related to the formation of preferences or distrust towards influencers due to their impact on the purchase decision. Methodology: a cross-sectional quantitative investigation was carried out in which 385 men and 648 women with an Instagram account participated. Results: 7 hypotheses are accepted and 4 are rejected. In relation to the indirect effects, two complete mediations and one partial mediation are observed. Discussion: It is evident that purchase intention is affected by interaction on social networks and the negative response towards influence is determined by distrust and interaction on the platform. It was shown that user interaction influences purchase intention. The interaction and influence in the purchase is affected by negative responses towards the influences and, the motivation towards the content and the influence on the purchase intention is mediated by the negative response towards the influences and distrust. Conclusions: Instagram users show complex behavior because interaction is the only factor that directly influences purchase intention when it is induced by influencers and the reasons for use are not directly related to purchase intention, but It occurs when there is a negative response towards influence. This suggests that Colombians are willing to take risks in their purchases on the platform, overcoming the lack of credibility or distrust of influencers paid to promote a brand.
Copyright (c) 2024 Yezid Alfonso Cancino-Gómez, Gerson Jaquin Cristancho-Triana, Sandra Patricia Caviedes-Caviedes https://creativecommons.org/licenses/by-nc-nd/4.0
Analysis of communication and interactivity strategies in social networks. The case of Malaga's candidacy for the 2027 Universal Exhibitionn
Introduction: The objective of this work is to analyze the communication strategy applied by Malaga's candidacy for the 2027 Universal Exhibition on social networks. The activity, topics, formats and ability to generate interaction with users are examined against the other candidates: Belgrade (Serbia), Minnesota (United States), Phuket (Thailand) and San Carlos de Bariloche (Argentina). Methodology: Content analysis of the candidacy's official accounts is used. In total, 1,945 publications from the period between 2020 and 2023 are analyzed on the official Málaga 2027 profiles on Twitter/X, Facebook, LinkedIn and Instagram. Results: It is observed that the candidacy used social networks with a top-down approach in which spontaneous content generated by users had almost no place. However, followers played an important role with the actions of positively evaluating the publications (especially on Instagram), and more specifically the videos; as well as share and comment through Twitter/X followed by Facebook, Instagram and LinkedIn. Discussion: The promotion on social networks was done in a similar way to how large tourist destinations do it to attract their travelers, although there were factors outside of communication that could influence the result of the candidacy. Conclusions: The behavior of the audience was adapted to the characteristics of each social network, while the candidate analyzed used their official accounts as information channels rather than as means of interaction, missing greater innovation and taking advantage of the possibilities of active listening and response offered by social networks.
Copyright (c) 2024 María Ángeles Cabrera-González, Francisco Manuel https://creativecommons.org/licenses/by-nc-nd/4.0
X Data-Based Scientific Research: A Review of Trends and Challenges
Introduction: The growth of social media, especially X (formerly Twitter), has become a key resource for scientific research. This literature review identifies the factors driving its use, forecasts trends, and addresses challenges faced by researchers. Methodology: The review, based on a systematic search in Scopus, employed thematic mapping to identify interdisciplinary applications, methodological innovations, and the impact of global events. Key among these innovations was natural language processing (NLP) for data analysis, which grew 268% from 2019 to 2023. Results: NLP has established itself as a vital tool. However, publications based on X data showed a slowdown between 2021 and 2023, while Instagram and TikTok-based publications accelerated, signaling increased interest in these platforms. X remains the most used platform, followed by Facebook. Conclusions: The review highlights the need for more advanced analysis methods, stronger ethical standards concerning privacy and consent, and interdisciplinary approaches in social media research.
Copyright (c) 2024 Lucía Rivadeneira, Ignacio Loor https://creativecommons.org/licenses/by-nc-nd/4.0
AI as news content on Spanish television channels. Analysis of its presence and impact on La 1, Antena 3 and Tele 5
Introduction: The research studies the news about Artificial Intelligence broadcast between 2023 and 2024 on the news programmes of the most watched Spanish TV channels, La 1, Antena 3 and Telecinco, and their web portals, in order to explore topics, framing, sources and uses of AI to generate content. Methodology: A structural, formal and narrative content analysis is carried out based on seven common categories and six specific categories for audiovisual and digital environments. Results: The sample totals 798 pieces drawn from 1.542 sources. A third of them have a positive framing and 25% negative. Ten per cent of the footage is made with artificial techniques and one out of five shots is digital. The television channels analysed have diverged in their web insertion strategies to favour migration. Discussion: There is an upward trend towards the use of anonymous sources, but also experts, who seek to delve deeper into the consequences of the news event. Professionals have used audio and image generation algorithms as part of their news and as a tool for raising public awareness to dismantle fake news or deepfakes. Conclusions: The study has detected a growing interest in the audiovisual media sector in this issue since autumn 2023. The media approach is equidistant and critical, although the use of digital images and positive or negative framing is correlated, creating a symbolic link between textual and visual meaning. The use of algorithms as a basis for content or as a verifying element makes explicit the paradigm shift in professional routines.
Copyright (c) 2024 Miguel Ángel Díaz Monsalvo, Nereida López Vidales https://creativecommons.org/licenses/by-nc-nd/4.0
News interests and quality: Preferences and audience perception in Spain
Introduction: The aim of this article is to analyze the information preferences of the Spanish population, the media they trust and their perceptions of journalistic quality. Methodology: A quantitative approach based on the survey technique is used for the purpose of this study. The online questionnaire was completed by 1,200 people aged over 16 from all over Spain between March 8 and 15, 2023. The sample was distributed proportionally by autonomous community, gender, age and population size. Results: Spanish citizens consider themselves to have a high level of information and interest in national current affairs and highly relevant issues such as health (46.1%), economy (38%) and politics (33.9%). Respondents see politicization as the main media problem and journalistic quality as low or very low (63%). Among the measures that could improve quality, they identify better contextualization, greater diversity of opinion, more relevant topics and more varied information. They identify television as the medium that provides the highest quality of information and the most contrasting news. Discussion and conclusions: This article focuses on the weight that self-ideology has on the perception of the media and its ideological positioning, as well as on the perception that Spaniards have of the quality of journalism in the Spanish media.
Copyright (c) 2024 Tatiana Mukhortikova, Dolors Palau-Sampio, Vicente Fenoll, José Gamir-Ríos https://creativecommons.org/licenses/by-nc-nd/4.0
Sponsorship of the Tokyo 2020 Olympic Games and the FIFA World Cup Qatar 2022 on X and Instagram: A comparative analysis of digital activation and content type
Introduction: The aim of this study was to perform a comparative analysis of the activation of sponsorship of the Tokyo 2020 Olympic Games and FIFA World Cup Qatar 2022 on social media. Methodology: A mixed-method study design was conceived, combining an analysis of the quantitative and qualitative content of posts on the global and Spanish X and Instagram accounts of 16 sponsors. These were International Olympic Committee and Spanish Olympic Committee sponsors, as well as official FIFA World Cup 2022 sponsors. Results: After analysing a sample of 4,791 posts, the results revealed interesting findings regarding the volume of posts about these two mega-events on the one hand, and the thematic types of post on the other. In general terms, it was concluded that the Olympic sponsors had devoted efforts to promoting their links with the Olympic Games, while the FIFA World Cup sponsors had generated a higher number of posts. At the same time, it was found that cross-pollination had only been partially used in the brands’ stories: some did not interconnect their global and national communication strategies, and the brands’ stories on X and Instagram did not match. Conclusions: The most common themes of the activation of both sponsorships were informing and interacting, which stood out much more than other types such as entertaining or rewarding.
Copyright (c) 2024 Guillermo Sanahuja Peris, Emilio Fernández Peña, Magdalena Mut Camacho https://creativecommons.org/licenses/by-nc-nd/4.0
CSR as a strategic communication tool for subsidized schools in Madrid (Spain)
Introduction: Public relations and communication are essential for subsidized schools. Faced with challenges such as declining birth rates and a shortage of qualified teachers, it is crucial to differentiate oneself and enhance reputation. Corporate Social Responsibility (CSR) emerges as a strategic tool to attract and retain talent, students, and improve image. Methodology: This study aims to examine how subsidized schools in Madrid implement CSR through semi-structured interviews with communication officers, surveys of families, and analysis of content on their social media and websites. A final proposal is added to assist schools wishing to integrate CSR into their communication plans. Results: Findings reflect a lack of knowledge of dircom about communication and CSR. While social media platforms do not adequately represent CSR activities, parents perceive their schools positively in terms of social and environmental contributions. Discussion: There is a discrepancy between family perceptions, school actions, communication efforts, and the knowledge of communication managers regarding CSR. Conclusions: Subsidized schools engage in CSR activities as part of their educational mission but fail to utilize them as a strategic communication tool, resulting in limited visibility.
Copyright (c) 2024 Luis Felipe Solano Santos, Patricia de Julián Latorre, Davinia Martín Critikián https://creativecommons.org/licenses/by-nc-nd/4.0
Corporate brand management. A proposal of a management analysis model. Atresmedia TV Case
Introduction: Corporate brand management is presented as a topic of interest in a sector such as the audiovisual. It is a sector in constant evolution, immersed in a context of over-offer of brands of genres and formats that give rise to multiple possibilities of choice Methodology: Since there is no single model that allows us to understand the brand architecture and how the brand should be managed in the audiovisual sector, different ways of studying brand architecture and corporate brand management are taking into account herein. In addition, the authors analyzed the indicators that allow its application to the audiovisual sector. The authors also propose an analysis model based on 11 composite indicators (CI) and 42 simple indicators (SI) Results: Once the model has been applied, the authors state in their case study that audiovisual groups can combine different brand management strategies that, sometimes, do not follow the same strategic line in the programming and broadcast of content, or in the communication policy of on-air and off-air brand. Conclusions: The authors consider that, despite the diversity of brand management strategies, a consistent and coherent design of brand architecture is important. Through this kind of architecture the corporate brand can build partnerships that contribute to a value proposition and credibility for the TV networks. It can also provide significance to the offer of the company’s own content and transfer the values that represent the corporate brand to all business units.
Copyright (c) 2024 Tatiana Pereira Villazón, Idoia Portilla Manjón https://creativecommons.org/licenses/by-nc-nd/4.0
Consumption and uses of Instagram in adolescents from Asturias (Spain):
Introduction: This research intends to describe the relevance of Instagram to socialization of adolescents. For this purpose, the objectives are to describe Instagram consumption, trends in the publication of personal and/or group photographs, motivations for the use of filters and perceptions about the impact they have on the social interactions they receive. Methodology: The study included 825 adolescents from Asturias (Spain). The applied instruments were created ad hoc to assess sociodemographic characteristics, use and consumption of Instagram, use of filters and beliefs about its use. Participants completed the questionnaire on paper and pencil, and signed an informed consent form that guaranteed anonymity, willingness, and data protection. Results and discussion: A total of 90,3% of adolescents use Instagram and 74,9% post story-type content. Some 70,3% access Instagram several times a day. The 65% never used filters on posts in the feed. A total of 37,3% reported using filters sometimes in stories. Differences by gender were found, being women the ones who use Instagram more to view content, the ones who more posts upload to the feed. Women ar also the ones who post more in stories in which they appear individually and the ones who use filters the most. Furthermore, the higher the age, the higher the frequency of Instagram consumption; there was no further significant evidence regarding the type of publications or filter application. Conclusions: The use of Instagram as a relevant socialization space for young people stands out among the results obtained, with social bonding being one of the key motivations for the use of social networks.
Copyright (c) 2024 Soraya Calvo González, Ana Isabel Arcos Romero, Noemí Rodríguez Fernández, Juan Antonio Posada Corrales https://creativecommons.org/licenses/by-nc-nd/4.0
Politicizing the discourse of Colombia's mayors during the COVID-19 pandemic on Twitter
Introduction: When facing objective threatening situations such as the global pandemic caused by COVID-19, the messages of political leaders acquire a fundamental role in sustaining the social order and in the implementation of measures created to face the crisis. For this purpose, they construct differentiated discourses with emotional and ideological referents that legitimize government administration and configure a politicized collective identity. Therefore, this research analyzed the language used on Twitter (now X) of 18 mayors of the main cities of Colombia during the pandemic, with the objective of identifying frames of meaning of the threatening reality according to their political orientation (left-right). Methodology: Through a longitudinal non-experimental study, accounts were monitored for three weeks before and three weeks after the first officially registered case of COVID-19 in the country. Results: Right-wing mayors diffused mainly negative emotions to legitimize obedience; while left-wing mayors combined positive and negative emotions (anxiety and anger) to promote coping. Discussion: The findings reflect differentiated processes of collective identity that are politicized in the socio-political context of the health crisis. Conclusions: Further research on the instrumentalization of cognitive and emotional frames in the political context is recommended, given that they allow us to reveal communication strategies that influence public opinion as a frame of reference to overcome threatening situations at a global level. Also, the use of advanced data mining for the study of beliefs and emotions in real time that is communicated in digital media.
Copyright (c) 2024 María Idaly Barreto-Galeano, Diana Rico-Revelo, Andrea Velandia-Morales, David Aguilar-Pardo, Diana Camila Garzón-Velandia, Juan Camilo Carvajal-Builes, Alexis Carrillo-Ramírez , José Manuel Sabucedo-Cameselle https://creativecommons.org/licenses/by-nc-nd/4.0
TikTok and political communication: interaction patterns and Engagement Rate of candidates and parties in an election campaign
Introduction: This study examines the influence of TikTok on political communication during the municipal and regional elections in Spain in 2023, highlighting the importance of this platform as a crucial emerging medium for political engagement. Additionally, it focuses on the progressive "derelationalization" of digital platforms, which are more centered on content and entertainment than on interpersonal relationships Methodology: Computer tools were used for data capture and visualization, and Google Colab for writing and executing Python scripts. In addition, a correlation matrix is used to analyze the engagement variables of 65 accounts and determine the strength and direction of the relationships between them. Furthermore, a novel formula is employed to calculate the Engagement Rate, a cornerstone of the research and a metric that allows observing the phenomenon through variables such as comments, likes, views, number of followers, and number of posts. Results: General data (presence, activity, interactivity, positive interaction, visualisation and dissemination of content), the temporal distribution of posts, the Engagement Rate and the correlation of metrics are inferred. An overview of activity and interactivity patterns of parties, candidates and users of the social network is thus obtained, finding significant variations in engagement. Discussion and conclusions: The research highlights the way TikTok is transforming political communication, demonstrating that success hinges not on conventional elements, but on digital strategies and alignment with the algorithm. Although some parties experienced significant engagement, this did not translate into electoral victories, suggesting a shift towards politainment and mass content consumption. Furthermore, it pinpoints areas for future investigation regarding the interplay between digital platforms and political dynamics.
Copyright (c) 2024 Julen Orbegozo-Terradillos, Ainara Larrondo Ureta, Jordi Morales i Gras https://creativecommons.org/licenses/by-nc-nd/4.0
Media gatopardism: health portrayals in press, radio and television pre and post-pandemic
Introduction: The changes brought about by the pandemic in journalism have been and continue to be widely investigated. However, in the aftermath of the biggest global health crisis for a century, there are hardly any studies in the literature on the evolution of the health representativeness in the media before COVID19. Methodology: A quantitative content analysis was used to review the concept of health in the general press, radio and television with the largest audience in Spain in the periods before and after the pandemic. Results: These media construct health from a mostly biomedical conception to the point of tripling their coverage with respect to information representing social health aspects or lifestyles. The very small variation in the data before and after the pandemic is noteworthy. Discussion: The changes in gatekeeping that accompanied the hardest stage of the pandemic have not been correlated with an evolution in the way of conceiving health. This suggests a deep-rooted biomedical approach to health that has prevented emerging representations such as the health drivers, One Health or global health, which emerged with prominence in COVID19, from gaining a foothold in the literature. Conclusions: After noting a Lampedusian 'gatopardo effect' in post-pandemic health journalism, further research is needed to investigate the causes of the entrenched media hegemony concerning biomedicine and its possible relation with the mistaken social identification between sanitation and health.
Copyright (c) 2024 Aitor Ugarte Iturrizaga (Autor de Correspondencia); Daniel Catalán-Matamoros , Laura Gutiérrez Ibañes https://creativecommons.org/licenses/by-nc-nd/4.0
Intergenerational differences in the cultural imaginary of the IA associated with the narrative and iconicity of animated films for children and young people
Introduction: The Trust in Artificial Intelligence: a global study (KPMG, 2023) reflects a bias in the perception of AI among Baby Boomers and Generation X with respect to Millennials and Generation Z. What is the reason for this intergenerational gap? Socio-cultural and contextual elements play a role, as well as the transfer of values that shape the collective Western imaginary to the new generations through the audiovisual media. This cinematographic imaginary is characterized, in part, by scientific determinism and capital arguments related to AI such as the rebellion of machines, otherness and the construction of apocalyptic dystopias. Methodology: Combining the inductive hermeneutic method with film discourse analysis, common patterns are identified in the different socio-cultural narratives. The corpus has been concretized in the 20 highest rated films (IMDB, July 2023) with presence of AI and its application to robotics in animated cinema aimed at children's audiences. Results: The results position animated films for children and young people far from posthumanism and the themes of human vs. machine or the myth of Prometheus. Likewise, the figure of the intelligent robot in children's films assumes the role of friend, mentor or hero. Discussion and Conclusions: Therefore, Generation Z imaginaries are not characterized by an AI that poses a danger, nor the end of the human species or its replacement, but symbolize hope, heroism or companionship. Elements that, according to the discussion of the results, have contributed to widening the gap between generations with respect to the cultural imaginary about AI applied to robotics.
Copyright (c) 2024 Alfonso Freire-Sánchez, Jesús López-González, Sergio Rodríguez López-Ros https://creativecommons.org/licenses/by-nc-nd/4.0
The identity construction of young people from gender and sexual diversity in sociodigital networks: claiming performative practices
Introduction: Currently, socio-digital networks are an important means for sexual and gender identity configuration in LGBTIQA+ youth. Through these networks, people's capacity for agency is developed; particularly of young people whose sexual orientation and gender identity are on the borders of the heteronormative matrix. In this qualitative research, the objective is to investigate the manifestations of agency capacity in young people of gender and gender diversity through the use of socio-digital networks (RSD) in the process of construction and expression of their gender and gender identities. sexual orientation, considering online practices and their possibilities for dissent from the heteronormative matrix. Methodology: for this, a study was carried out with 68 young people from Zacatecas between 18 and 24 years old who recognize themselves as part of the LGBTIQA+ population, exploring their experiences around their online practices according to their capacity for agency when dissenting from the matrix. heteronormative. Results: The data were interpreted through six categories emanating from Judith Butler's theory of gender performativity. It was found that, in effect, RSD enable individual interactions and with others that allow them to build or reaffirm their own gender identity and sexual orientation. Discussion and conclusion: Therefore, we could affirm that these spaces allow the development of online experiences, sociocultural practices of interaction, dialogue, knowledge and encounter, thus generating meaning processes that build or reinforce identities that are enriched by the possibilities of sexual-gender diversity.
Copyright (c) 2024 Dr. Rubén Cervantes (Autor de Correspondencia); Dra. Chaparro https://creativecommons.org/licenses/by-nc-nd/4.0
Elements of national and cultural identity in Spanish television fiction productions distributed by the platform RTVE Play
Introduction: During the last decade, several audiovisual platforms have proliferated in the Spanish media environment. One of them is RTVE Play, a free service offered by the Radio Televisión Española corporation (Spanish Radio and Television). It includes dozens of audiovisual productions financed by the institution, broadcasted by its linear television channel La 1 or created specifically for the Internet. Methodology: This article analyzes a sample of the 30 series premiered between 2018 and 2022 to research what features of Spanish national and cultural identity construction can be found in them. Thus, it explores what referents and discourses about the national context are available in the audiovisual works of RTVE Play. Using a coding sheet applied to the analysis of the pilot chapters of the fictions in the sample, several categories are considered, such as anthroponyms, locations, language, national symbols, social issues raised in the narrative, among others. Results: The results obtained evince little abundance of strong identity elements and scarce diversity in the representation of autochthonous cultural forms of some regions of the country with notorious specificities. Conclusions: Some aspects that exceed the categories used, such as the recurrence of women as main characters in roles requiring significant authority, suggest possible research lines for future studies about the most recent fictions financed by RTVE.
Copyright (c) 2024 María José Higueras-Ruiz; Santiago Lomas Martínez (Autor de Correspondencia); Teresa Martín-García, María Marcos-Ramos https://creativecommons.org/licenses/by-nc-nd/4.0
Analysis of political disinformation in the Spanish government leaders' speeches via X
Introduction: Social networks, especially Twitter (now X), have become key platforms for the dissemination of false or biased information by political leaders, affecting public perception and democracy. This study analyzes how this disinformation influences public opinion and exacerbates political polarization. Methodology: The research is based on a systematic review of the literature on political disinformation and an analysis of the activity on X of Spanish political leaders during significant events between 2021 and 2022. Using Fanpage Karma, the tweets of six political representatives, including the Prime Minister and spokespersons of the main parties in Congress, were analyzed. The events studied were the Trans Law, the mass crossing of immigrants in Melilla, the return of former King Juan Carlos I, and the NATO Summit in Madrid. Results: The analysis revealed that most political messages on X lack transparency and are emotionally charged, with a predominance of accusations and criticisms. Messages about the Trans Law were the most numerous, highlighting terms such as human rights, equality, and feminism, while others focused on the repeal of laws and government criticism. Activity on X shows a trend toward polarization, with few neutral messages and a high level of emotional and controversial reactions. Discussion and Conclusions: The study concludes that disinformation in political communication on X is significant and contributes to informational disorder, weakening public trust in democratic institutions. The high frequency of emotional and contradictory messages fosters insecurity and political polarization. The need for media literacy programs is emphasized to equip citizens with the skills to critically assess information on social networks. Public administrations and media outlets should promote greater transparency and accuracy in political information to counteract disinformation and strengthen democracy.
Copyright (c) 2024 Dolores Rando Cueto, Carlos De las Heras-Pedrosa, Francisco Javier Paniagua-Rojano https://creativecommons.org/licenses/by-nc-nd/4.0
Characteristics of the news programs of TVE, Tele 5, Antena 3, La Sexta and Cuatro: analysis of 149 news programs (2018-2024)
Introduction: The 'Observatory of Information Quality on Television' (OCITV) aims here to determine the formal characteristics, content and treatment of the main state television news programs in Spain. Methodology: We preferably resorted to quantitative content analysis on a sample of 149 news items (6,289 pieces). Results: The average duration of the news programs is around 37 minutes and that of the pieces that comprise them is 47 seconds. The queue format and the news genre predominate. Information preferably framed in Spain. Strong presence of citizens as an information agent who speaks and is talked about. The President of the Government of Spain is the person with the greatest informative presence. Most of the information fits into the Society area. The neutral current image and informative tone prevail. Discussion: Quantitative analyzes always present limitations and weaknesses, but they are undoubtedly valuable. The OCITV offers a relevant volume of analysis that allows projecting trends and validating with statistical results hypotheses from other investigations, such as the propensity of television information towards spectacularization and infotainment. Conclusions: In general, we can speak of news programs with a high audiovisual rhythm, superficial journalistic treatment of the issues, poor use of sources and a notable imbalance in gender presence, heavily biased towards male presence. Strong influence of hyper-events or information booms around a topic. Different ways of dealing with information can be seen through the use of images and rhetorical tones among the different chains analyzed.
Copyright (c) 2024 Joaquín Sotelo González, Elvira Calvo Gutiérrez , Daniel Aparicio González, Serafín Barros Garbín , Claudia López Frías, Jorge Miranda Galbe, Rubén Fernández-Costa O’Doherty https://creativecommons.org/licenses/by-nc-nd/4.0
Journalism and alternative social networks in the Fediverse: a study of the presence of digital native and legacy media on Mastodon
Introduction: We analyze the presence of newspapers on Mastodon, the most popular social platform in the Fediverse and an alternative to X (Twitter) in this ecosystem of decentralized and interoperable networks. Methodology: A subsample of newspapers (n=20) and accounts (n=28) on Mastodon was obtained from a sample (n=38) of digital native and legacy media in Spain. Official and unofficial, bots and non-automated, active and inactive accounts, instances where they are hosted, and links to Mastodon on media websites were identified. We also identified the date the accounts were created to check if they appeared before or after Elon Musk’s purchase of Twitter, which boosted Mastodon’s popularity. Results: We identified 13 official accounts (10 native and 3 legacy), none on owned instances, and 15 unofficial accounts (9 legacy and 6 native) connected via RSS by Mastodon instances administrators. Legacy media show a higher proportion of active accounts than digital natives. The proportion of automated accounts is high for both categories. A ‘Musk effect’ is observed in accounts creation. Only elDiario.es and El Salto (digital natives) offer links on their websites. El País (legacy) has the oldest account, and El Salto is the one that shows the greatest commitment to Mastodon. Discussion: The analyzed media do not take advantage of the full potential of the technological sovereignty provided by Mastodon. Conclusions: The template used, and the results open up new lines for academic research on a social platform (Mastodon) and an ecosystem (Fediverse) barely explored in the journalistic field.
Copyright (c) 2024 Alberto Quian (Autor de Correspondencia); Xosé López-García, Xosé Soengas-Pérez https://creativecommons.org/licenses/by-nc-nd/4.0
The appropriation of the meme by the parties: fandom and propaganda in Spanish 2023 general elections
Introduction: This research focuses on the appropriation of the meme as a propaganda strategy in an electoral campaign, placing it within the framework of politainment and the humanization of the candidate. Specifically, the work analyzes the resignification of the “Perro Sanxe” meme in the Spanish general elections of July 2023. What began as an insult by the Spanish right towards the president of the government Pedro Sánchez, was resignified by the left and subsequently appropriated by the communication direction of the PSOE. Methodology: The study presents an exploratory-descriptive methodological design that adopts critical discourse analysis on Pedro Sánchez's interventions in infotainment media. Additionally, two in-depth interviews have been carried out, one with Ion Antolín, director of the PSOE, and another with the user of Mr. Handsome, Pedro Sánchez's fandom account on X. Both techniques have been accompanied by a documentary review of the media coverage of “Perro Sanxe” during the campaign. Results: The results show that the resignification of the “Perro Sanxe” meme as a positive nickname was relevant in the electoral strategy of the PSOE, aimed at improving the image of its candidate and humanizing him, in response to the attack from the right, focused on ending “sanchism”. Discussion and conclusions: From the study, the importance of using humor as a propaganda tool is extracted, especially for vote activation, favoring an underdog effect in this case, and the use of guerrilla communication techniques to connect with younger voters.
Copyright (c) 2024 Ana I. Barragán-Romero, Lucía Caro-Castaño, Elena Bellido-Pérez https://creativecommons.org/licenses/by-nc-nd/4.0
El acceso al mercado de trabajo en la sociedad digital: Uso y valoración de los portales de empleo en internet
Introduction: The emergence of social networks and online job portals has changed the strategies for accessing the labour market. Although traditional channels continue to be perfectly valid options, such as job agencies, public employment services, corporate websites, personal contacts and others, current evidence suggests that the new digital channels, and specifically platforms that specialise in publishing job offers, are a preferred resource for employers and job seekers. Methodology: This paper analyses the methods used by Spanish adults in searching for employment, with special emphasis on the use and evaluation of digital job portals. To this end, a survey was designed for a representative sample of the population (N=673) between 25 and 54 years of age, who live in the Autonomous Region of Madrid. Results: Approximately 70% of those surveyed had at some point obtained employment through job offers posted on these portals, which confirms the hypothesis of widespread use of these platforms in searching for and finding work. Discussion and conclusions: The results confirm that there is no gender divide nor generation gap with regard to the use of these sites, success in obtaining a job, or the appraisal of digital job portals. Nevertheless, a significant education gap exists, which is probably linked to the lack of digital literacy among the population with low educational levels.
Copyright (c) 2024 Manuel Martínez-Nicolás, Beatriz Catalina-García, María del Carmen García-Galera https://creativecommons.org/licenses/by-nc-nd/4.0
Trusted Media on YouTube: volume and visibility of public media in search results
Introduction: This research aims to describe the treatment of news content coming from public media in YouTube search results. Methodology: To this end, by using the platform's API, search results were extracted for a set of 4 keywords over 60 days. Results: The analysis indicates that public media are a minority (3,70%) among the channels appearing in the search results, and they do not achieve better positions in the search results ranking. However, the algorithm proportionally selects more content from public media than from other sources, causing an overrepresentation of this type of media. Content published by public media also reappears more frequently in search results and lasts longer. Private media also receive slight benefits, at the expense of native channels and other sources, which are underrepresented in the search. Conclusions: The results suggest that YouTube selectively favors media outlets in search results, especially public ones, selecting more content from them, which indicates a curation and moderation process of content in the search aimed at limiting the appearance of misinformation. With this, YouTube would be trying to redirect audience attention to safe sources in contexts where misinformation exists, implying the invisibilization of other sources and not applying direct censorship to potentially harmful content.
Copyright (c) 2024 Adrián Padilla, Òscar Coromina, Emili Prado https://creativecommons.org/licenses/by-nc-nd/4.0
Interview or survey?: A necessary difference
Mr. editor. An article by the authors Gómez Aguilar et al. was published in the magazine. (2015), result of the research project on the behavior of the television audience on social networks, An approach to the profile and most commented programs. However, it is necessary to establish a relevant difference for the field of research that deals with the techniques chosen for the selection of the instruments applied to the informants, according to the paradigm and approach selected to respond to the research problem. In the article under analysis in this letter, mention is made in the abstracts and in the population and shows the use of interviews as a data collection technique, however, it is evident that the technique initially chosen by the authors is based on the survey. The technique refers to the strategies used to obtain the necessary information and thus develop the understanding of what is being investigated, however, the interview as a technique is oriented to the interpersonal interaction between the researcher and the individuals under study, with the purpose of obtaining verbal answers to the questions posed regarding the problem in question (Lanuez and Fernández, 2014). On the other hand, the survey is a data collection technique that involves the formulation and administration of a set of questions to a representative sample of individuals in order to collect information about a particular problem. It is usually widely used because it allows obtain data quickly and efficiently (Anguita et al., 2003). However, if what the authors intended to point out was an interview, the reader should be guided to its precise use to obtain the information through the technique and instruments selected during the project and the mixed approach for the application of interviews. and surveys according to the established objectives, in addition to contextualizing the way in which it was carried out and the type of sampling used, as well as the methodological aspects that derive from it. Due to the aforementioned, the correct use of the term interview is recommended to avoid discrepancies in conceptualization.
Copyright (c) 2024 Tatiana Carolina Blanchar Martinez, Nerys Esther Martinez Trujillo https://creativecommons.org/licenses/by-nc-nd/4.0
Book Review: Imágenes en tránsito. Photojournalism and the Spanish Transition (1975-1982)
Introduction: The book Imágenes en tránsito. Fotoperiodismo y Transición española (1975-1982), written by Rebeca Romero Escrivá and Lorna Beatriz Arroyo Jiménez, analyzes the role of photojournalism during the Spanish Transition, a period characterized by contradictions between emerging democracy and the remnants of Francoism. Using iconic images, the book examines how social and political tensions of the time were captured and represented. Methodology: The analysis focuses on the visual interpretation of the Transition through key photographs, exploring topics such as: The representation of political leaders and exiles. The role of rural women in a context of marginalization. Cultural resistance and patriarchal values conveyed through images. The work of photographers such as Anna Turbau and Pilar Aymerich is included, highlighting how they challenged male-dominated spaces with innovative perspectives. Results Contradictions of the Transition: Images like that of the Guernica encased in a bulletproof display symbolize the tensions between democratic change and the enduring Francoist structures. Visibility of rural women: Women are depicted as victims of a patriarchal ideology, challenging these roles through testimonies and photographs documenting their resistance. Dissenting photographers: The work of artists like Turbau and Aymerich stands out for dismantling dominant narratives and offering a renewed vision of female and social reality. Discussion: The book explores how images not only documented history but also challenged official narratives, highlighting unresolved conflicts during the Transition. It also emphasizes the relevance of these photographs in constructing collective memory and advocating for marginalized sectors such as rural women and exiled artists. Conclusions: Imágenes en tránsito is a significant contribution to the study of photojournalism and its role in the visual memory of the Spanish Transition. Through a critical and diversity-focused approach, the book demonstrates how images documented not only democratic progress but also the fractures and resistance within a transforming society.
Copyright (c) 2024 Elisa Lozano Triviño https://creativecommons.org/licenses/by-nc-nd/4.0
Book review: Can advertising be feminist? Theory and practice on femvertising
Introduction: The book Can Advertising Be Feminist? Theory and Practice on Femvertising by María Isabel Menéndez addresses advertising as a historical tool for the imposition of gender roles and standards. It analyzes the evolution of this reality in the context of current feminism and the emergence of femvertising. Methodology: Menéndez uses a theoretical-practical approach, integrating feminist studies and Communication Sciences. She examines the advertising phenomenon and proposes tools to create more egalitarian contents. Discussion: The author warns about femwashing practices and the need for a critical perspective in the reception of advertising messages, even in campaigns of equality organizations. Results: The text offers fundamentals of femvertising and practical guidelines to transform advertising, aligning it with feminist demands and social diversity. Conclusions: The book proposes a roadmap towards advertising committed to equality, underlining its key role in the construction of a democratic society free of sexist stereotypes.
Copyright (c) 2024 María Teresa Piñeiro Otero https://creativecommons.org/licenses/by-nc-nd/4.0
REVIEW: Public media in the post-digital fluid era: [neo]dictatorship of intelligent machines and their metaphors.
Copyright (c) 2024 Leticia Porto Pedrosa https://creativecommons.org/licenses/by-nc-nd/4.0
Review: Political persuasion: keys to improve communication between the political class and citizens in times of disaffection.
Introduction: In the current context of significant changes in political communication and a growing citizen disaffection towards traditional leaders, the author of this review presents the book "Political persuasion: keys to improving communication between the political class and citizens in times of disaffection" by Roberto Rodríguez Andrés. The importance of this work is highlighted in understanding the current challenges in political communication and the need to address persuasion as a central element in this discipline. Methodology: The methodology used in the review involves a critical and analytical review of the content of Rodríguez Andrés' book. Rodríguez-Virgili evaluates the structure, arguments and evidence presented by the author, as well as its relevance in the current context of political communication. Furthermore, he contextualizes the work within the academic and professional landscape, identifying its possible contributions and limitations. Results and Discussion: The review highlights the academic rigor and expository clarity of Rodríguez Andrés' book, highlighting its multidisciplinary approach and its ability to integrate diverse theoretical and practical perspectives in the study of political persuasion. Key themes addressed in the work are discussed, such as the use of persuasive techniques by politicians, the influence of emotions in political discourse, and the importance of ethical and effective communication in times of polarization and disaffection. Conclusions: The review concludes that Rodríguez Andrés' book is a significant contribution to the field of political communication, both for academics and professionals. It highlights its relevance in understanding contemporary challenges in political communication and its ability to provide a solid and well-founded conceptual framework. Likewise, it highlights the importance of promoting political communication that encourages informed debate and civic engagement, in line with democratic principles.
Copyright (c) 2024 Jordi Rodríguez Virgili https://creativecommons.org/licenses/by-nc-nd/4.0
Presentation of the Monograph: Communicating information transparency and accountability
In today’s media ecosystem, informational transparency has become a fundamental pillar for strengthening accountability, journalistic quality, and democracy. This special issue brings together research focused on how media outlets—particularly public service media—develop internal and external accountability mechanisms, how proactive disclosure and access to public information influence citizens' perceptions, and how emerging technologies, artificial intelligence, and civic participation are reshaping transparency practices. The issue also explores journalistic narratives, ethical and deontological challenges, and the role of diversity as key elements in building meaningful and effective informational transparency.
Copyright (c) 2024 José Sixto-García, Ana Duarte Melo, Pablo Escandón-Montenegro https://creativecommons.org/licenses/by-nc-nd/4.0
Accountability in a gender perspective: professional recognition of women equality editors in the Spanish news media
Introduction. The implementation of the figure of equality or gender editors in eight Spanish newsrooms aims to demonstrate the accountability of these media on the gender perspective in their content and approaches. The aim of this research is to analyze the degree of knowledge and support of this new corporate position by Spanish professional associations and organizations, as well as to find out the opinion of journalists specializing in gender on the role and journalistic and corporation practices of this figure. Methodology. To this end, a questionnaire was designed and answered by 19 professional journalism associations in the country and 12 in-depth interviews were carried out with journalists who are experts in gender. In addition, the information obtained was compared with the perceptions of 10 equality or gender editors about their work. Results. Although the management of journalists' associations is unaware of which media outlets have a gender editor, both associations and specialists in the field support the need for this internal accountability mechanism and underline the parallel and urgent need for equality and diversity training for staff. They also call for more horizontal decision-making power, as well as material resources and time to deepen feminist approaches. Conclusions. Given the challenges that still exist in terms of work management and logistics, it is proposed to promote a professional statute for this figure and the development of a quality label by journalists' associations and other professional bodies for media that demonstrate their commitment to gender equality.
Copyright (c) 2024 Ruth de-Frutos-García, Maria Iranzo-Cabrera , Mònica Figueras-Maz, Marcel Mauri-Ríos https://creativecommons.org/licenses/by-nc-nd/4.0
Responsible communication: dimensions of co-creation and citizen participation in the educational context
Introduction: The ecosystem is constantly changing, influenced by the rise of information and communication technologies, impacting the knowledge society globally, modifying its way of thinking, feeling and acting. This research seeks to describe the influence of responsible communication according to the dimensions of co-creation and citizen participation in students of the marketing and advertising program of the Department of Business Sciences at the Universidad de Costa, Barranquilla - Atlántico, Colombia. Methodology: Using a quantitative-explanatory approach and a non-experimental cross-sectional design, survey data were collected from a sample of 479 people, measuring six higher-order constructs for the variables of co-creation and citizen participation in their relationship with responsible communication. A partial least squares structural equation model was used to evaluate individual hypotheses about each dimension and two hypotheses for responsible communication. Results: The structural model showed significance in the influence that the two independent variables have on the level of responsible communication, with an explanatory power of 0.53. Furthermore, evidence was found against shared ideas and actions for the development of communication on the dimensions of responsible communication. Discussion and conclusions: The results showed that co-creation has a greater significant effect (0.85), followed by citizen participation (0.74), on responsible communication. Therefore, increasing co-creation in people, via innovation to interact, has a positive impact on responsible communication, and by improving citizen participation, through the management of technological resources, the level of responsible communication improves by 0.5 additional units. The research considered cross-sectional data, which capture the perception of the moment, lacking the evaluation of accumulated behavior, so a longitudinal measurement can show the effects on the adoption and maturity of responsible communication progressively, these reflections and contributions being ideal as recommendations for future research for the advancement of science, technology and innovation in the educational context.
Copyright (c) 2024 Reynier Israel Ramírez Molina, Nelson David Lay Raby, Diego Alberto Baez Palencia, Harold Bernardo Sukier https://creativecommons.org/licenses/by-nc-nd/4.0
Ten years of active regional transparency in Spain through open data: period 2013-2023
Introduction: Active transparency being provided through open data enables the reuse of the information that is disclosed and, therefore, increases its value. Methodology: A transparency indicator has been formulated based on the law 19/2013 on transparency, access to public information and good governance, which weights the disclosure of information according to the scale that is proposed by Tim Berners-Lee, assessing biannually the performance over the period 2013-2023. Results: The scores are not very high and, although they improved in the first eight years, they declined slightly in the last period. The regional differences are very marked, with some autonomous communities doing an adequate job (Basque Country, Catalonia) and others whose score in 2023 is zero points (Extremadura and Community of Madrid). Although four autonomous communities managed to maintain or improve their scores, the longitudinal analysis shows that most of the autonomous communities experienced negative variability throughout the study, which seems to indicate that it is more difficult to maintain initiatives than to implement them. Discussion and conclusions: The two most relevant initiatives, Catalonia and the Basque Country followed different patterns of behavior. In any case, either of them could be established as an example to be followed by autonomous communities that have neglected the information associated with active transparency through their open data portals or by those that have never considered this task.
Copyright (c) 2024 Ricardo Curto Rodríguez, Rafael Marcos-Sánchez, Senén del Canto García https://creativecommons.org/licenses/by-nc-nd/4.0
Fact-checking in electoral processes and permanent campaign. A comparative analysis between Spain and Portugal
Introduction: This research aims to study fact-checking from a double comparative perspective: on the one hand, geographical, comparing verification in Spain and Portugal; and, on the other, thematic, analyzing verification patterns —and, by extension, disinformation— in electoral and non-electoral periods. Methodology: To this end, the authors propose a study that triangulates between the statistical and discourse analysis of a study population composed of more than 2.500 fact-checkings (N=2.635) and five in-depth interviews with fact-checkers from all the fact-checking agencies integrated in the IBERIFIER hub, which is financed by the European Commission through EDMO. Results: Politics is the predominant thematic axis in the contents fact-checked in Spain (the electoral period also accentuates this trend); this is not so in Portugal. The most frequent type of fact-checked disinformation is false context and both social networks (mainly Facebook in Portugal, and Twitter/X and Facebook in Spain) and messaging platforms (WhatsApp) are the platforms from which fact-checkers most extract fact-checked content. Discussion: Similarities in discursive patterns are observed (imported narratives, recurrence of groups such as immigrants or the LGTBI community among the passive subjects of disinformation, among others). Conclusions: Electoral processes increase the vulnerability of the audiences to disinformation and can, in addition, monopolize the activity of fact-checking agencies to the point that they run out of sufficient resources to provide coverage to other areas on which they would work in a permanent campaign.
Copyright (c) 2024 Santana Lois Poch-Butler, Roberto Gelado-Marcos, Borja Ventura-Salom, Guillermo De la Calle Velasco https://creativecommons.org/licenses/by-nc-nd/4.0
Transparency on YouTube for radon risk communication
Introduction: Scientific evidence has proven the link between exposure to radon in indoor environments and lung cancer. For this reason, radon gas is considered a threat to public health. Additionally, YouTube has also been confirmed as a source of medical information. Methodology: This research examines YouTube as a vehicle for the global dissemination of information about radon. All the channels that contain videos on this gas are identified alongside the geographical areas in which they operate, the language they use to broadcast, the number of subscribers they have, and the number of views they amass. Using a sample of channels specifically focused on radon, the presence of this topic on YouTube is examined using a methodological model that explores themes, narratives and dissemination strategies. Results: The results reveal the absence of echo chambers and the lack of awareness on this social network regarding the public health issues surrounding radon gas. Discussion and Conclusions: The study highlights the limited presence of radon-related videos on YouTube, with a predominance of content in English, restricting accessibility in non-English-speaking regions. Radon channels underutilize YouTube features and lack community engagement, revealing a significant gap in recognizing radon as a public health issue on the platform. Successful channels demonstrate good practices, but overall awareness remains insufficient.
Copyright (c) 2024 José Sixto-García, Berta García-Orosa, Eladio González-Lois, Noel Pascual-Presa https://creativecommons.org/licenses/by-nc-nd/4.0
Presentation of the Monograph: Streaming, welcome to television. New trends in the on-demand platform ecosystem.
After a period of expansion marked by the proliferation of on-demand services and the rise of uninterrupted content consumption, the sector is entering a phase of maturity characterized by the inclusion of advertising as a strategy to maintain profitability. This shift presents new challenges for audiences, creators, advertisers, and traditional television. The monograph invites reflections on the implications of this model for consumption habits, narrative and production dynamics, monetization strategies, and the reconfiguration of the advertising landscape. It seeks to gather research that analyzes these transformations from a critical, interdisciplinary, and up-to-date perspective.
Copyright (c) 2024 Erika Fernández Gómez, Juan Martín-Quevedo, Deborah Castro https://creativecommons.org/licenses/by-nc-nd/4.0
From traditional screen to mobile: strategies of RTVE, Atresmedia and Mediaset in the streaming era
Introduction: the emergence of streaming platforms has triggered a profound transformation in the traditional audiovisual sector. In response to this new paradigm, Spanish broadcasters (RTVE, Atresmedia and Mediaset) have reoriented their strategies, adopting mobile applications and online platforms as key tools to expand their reach and offer on-demand content. The aim of the article is to analyze the strategies they use to attract and retain audience. Methodology: a mixed approach is used. To perform the quantitative analysis, after a review of the published literature, a matrix with 94 variables is developed to analyze in detail the characteristics of each application (organization, content, interactivity, etc.). This matrix is executed in the smartphone applications (RTVE Play, Atresplayer and mitele). For the qualitative analysis, semi-structured interviews were conducted with those responsible for the platforms. Both general and specific questions were asked about the target audience, content strategy, interface, interactivity. Results: reveal different strategies: RTVE Play prioritizes diversity and public service, Atresplayer bets on original and exclusive content, and mitele combines linear and digital content. Discussion: the three platforms have adopted different approaches. The creation of original content is key to differentiate themselves. Monetization varies, from free to mixed models. The future points towards personalization and technological innovation. Conclusions: each platform has developed a unique strategy to adapt to the new digital environment. The diversity of approaches demonstrates the complexity of the streaming market. Personalization and technological innovation will be key to future success.
Copyright (c) 2024 José-Juan Videla-Rodríguez, Manuel García-Torre, María Josefa Formoso-Barro https://creativecommons.org/licenses/by-nc-nd/4.0
“No Results Found”: Visibility of Spanish Audiovisual Content on Motherhood and Reproduction on Streaming Platforms (2013-2023)
Introduction: Audiovisual fiction plays a key role in the construction and legitimization of new imaginaries around topics that have traditionally been marginalized, such as motherhood and the reproductive process. This study examines how the current social and technological context has influenced the proliferation of narratives focused on reproduction in Spanish fiction available on VOD platforms between 2013 and 2023. Methodology: A quantitative content analysis was employed, divided into two phases: an exploratory phase based on systematic searches using keywords, followed by a second phase of cataloging and classifying the content. Results: An increase in the number of works on motherhood is observed, especially in the documentary and drama genres, with fewer works in comedy and horror. Although platform search engines return results for terms like "pregnancy," "childbirth," and "abortion," there are few or no results for topics such as assisted reproduction, breastfeeding, postpartum, or gestational loss. Additionally, it is reinforced that a significant proportion of works on these topics are not produced by women. Discussion: It follows that the increase in fictions does not define the existence of a more diverse imaginary about the process of maternity and that the keywords that define these realities are not signifiers with sufficient autonomy to index content in the algorithmic operations of platforms’ search engines. Conclusions: VOD platforms have facilitated the emergence of more works on motherhood, but they have not significantly contributed to the construction of more complex and ethical imaginaries of the reproductive process.
Copyright (c) 2024 Mariona Visa-Barbosa, Margarida Carnicé, Metzeri Sánchez-Meza https://creativecommons.org/licenses/by-nc-nd/4.0
Young audience and VOD platforms of linear television. Perceptions about Playz, Mtmad and Flooxer
Introduction: The new audiovisual paradigm, marked by flexible consumption, a wide catalog and a participatory audience, increases the interest of linear television in connecting with young people. To that end, the channels manage specialized content platforms. This research aims to analyze Mtmad, Playz and Flooxer, and the perceptions about them. The specific objectives are to examine the catalogs; evaluate identification with management chains; analyze youth-content identification and study their consumption habits. Methodology: A content analysis based on web structures and catalogs is proposed; and a survey of 160 young people about their knowledge, identification and consumption patterns. Results: Mtmad leads in terms of web design, mainly in structure and user experience. In terms of content, the three platforms present similar numbers of titles, although heterogeneity of strategies is observed. Mtmad opts for reality television, and Flooxer and Playz for fiction. According to the survey, Mtmad is the best-known platform but Playz is the most consumed, the most identified with linear television and with whose catalog young people feel more identified. Discussion: What young people consume the most are series, even though they appreciate innovative formats starring Influencers. They do not identify with linear television, but they use and identify more with the platform that they directly associate with a conventional network. Conclusions: Despite the different strategies and perceptions of young people, a homogeneous tendency to produce content that encourages interactivity is detected.
Copyright (c) 2024 Belén Moreno Albarracín, Tania Blanco Sánchez https://creativecommons.org/licenses/by-nc-nd/4.0