REV - Communication & Society - Volumen 33, N. 2 (2020)
Permanent URI for this collectionhttps://hdl.handle.net/10171/42896
See
Results
- Mapping the factors that determine engagement in podcasting: design from the users and podcasters’experience(Servicio de Publicaciones de la Universidad de Navarra, 2020) García-Marín, D. (David)The current media ecosystem offers enormous participatory possibilities to media audiences that, in this way, have the opportunity to engage in the co-creation of media discourse in ways unknown during the 20th century. Following the marketing 2.0 theories, the creation of attractive user experiences is considered as one of the aspects that the media increasingly take into consideration in order to get profitable content. The aim of this research is to detect the factors that influence engagement in podcasting, a digital and interactive medium that, due to its transmedia and mostly amateur nature, develops dynamics of permanent connection between media creators and listeners. By conducting a total of 17 in-depth semi-structured interviews with pioneers of the medium, podcasters and listeners, a total of 13 factors that determine user engagement were identified. These factors are integrated in three groups: medium-centered (technology, asynchrony, topics, genres and formats, and podcast subcommunity’s size), user-centered (participatory culture, consumption situation and number of subscriptions, knowledge on the topic and about the podcast subcommunity, their own relevance in the podcastphere, and the perceived relevance about their participation), and podcaster-centered (skills, attitude and tone). These factors maintain relations of interoperability that build a grammar of engagement of the medium. This study provides some clues that can be exploited by commercial media that are opting for podcasting in order to build innovative experiences of interaction with their users with the purpose of increasing their audiences.
- Non-daily current affairs information in prime time: formats and programming strategies in Spanish generalist television (1990-2016)(Servicio de Publicaciones de la Universidad de Navarra, 2020) Latorre-Lázaro, T. (Teresa); Doménech-Fabregat, H. (Hugo)This paper investigates the evolution of non-daily current affairs formats –other than the news– in the prime time of Spanish generalist television between 1990 and 2016. Analysing the programming content of six channels (TVE, La2, Antena 3, Telecinco, Cuatro and La Sexta), we have studied the presence, typology and strategies of the programmers to incorporate them into the offer of prime time. The longitudinal sample allows us to detect the tendencies that have influenced the audiovisual treatment of the non-daily current affairs information in the most competitive television time slot. The result of the analysis shows that the most important topics on current affairs such as politics, or the economy, have been integrated into the prime time. In addition, there has been a recovery of analytical genres such as the television reportage to explain topics of current interest. This new informative offer, much more innovative in the treatment, has enabled new programming strategies to be applied to the non-daily current affairs formats in order to improve their profitability.
- The far-right’s influence on Twitter during the 2018 Andalusian elections: an approach through political leaders(Servicio de Publicaciones de la Universidad de Navarra, 2020) Bezunartea-Valencia, O. (Ofa); García-Gordillo, M. (Mar); Rivas-de-Roca, R. (Rubén)New technologies allow politicians to spread their messages omitting the role of mediators. In this context, the Internet has also promoted the emergence of a new actor, digital opinion leaders, who go beyond traditional politics and seek to set the public agenda. One of the main questions nowadays is whether social media, and in particular Twitter as a consolidated tool for political communication, is only used as a sounding board for their political statements, spurring the messages of populist forces. With this in mind, the main objective of this research is to explore the influence of the far-right in the public debate of political leaders on Twitter, analyzing the specific case of the Andalusian regional elections held in December 2018. These elections can be considered a political turning point, with an extreme right party winning seats in a Spanish regional election for the first time in 35 years. In this paper we analyze if Vox used a differentiated strategy via this social network compared to the candidates of the traditional parties: PSOE, PP, Ciudadanos, and Adelante Andalucía. Using content analysis on Twitter as a method, this research determines how Vox candidates worked as influencers of the digital political debate, despite being extra-parliamentary. Vox marked the agenda for the rest of the leaders, while generating great expectation among the audience.
- A Genealogy for Post-Truth Democracies: Philosophy, Affects, Technology(Servicio de Publicaciones de la Universidad de Navarra, 2020) Arias-Maldonado, M. (Manuel)How to make sense of post-truth? As the erosion of truth seems to be on the rise in contemporary societies, apparently threatening the deliberative function assigned to their public spheres and the health of democratic systems, it has become a necessity to deal with this controversial phenomenon. This paper provides a genealogy for post-truth, shedding light on its roots. It focus on three different dimensions of “post-truthfulness:” the philosophical dimension, which relates to the long theoretical debate about the possibility of truth, the conclusion of which is largely skeptical about a strong position on universally recognizable truths; the affective dimension, which takes into account the insights provided by contemporary literature on emotions; and the technological dimension, that is, the digital transformation of the public sphere. The convergence of these currents explains the rise of post-truth democracies. However, as the last section tries to demonstrate, a distinction between different types of truth is required, lest post-truth theories end up producing a nostalgia for something that never existed. After all, liberal democracies are themselves skeptical, their relationship with truth being unavoidably complex and ambiguous. Thus, distinguishing between post-truth and post-factualism can be useful for organizing the democratic conversation from a normative and practical standpoint.
- The spatial-temporal fragmentation of live television video clips: analysis of the television production of the Eurovision Song Contest(Servicio de Publicaciones de la Universidad de Navarra, 2020) Valverde-Maestre, A.M. (Águeda María); Pérez-Rufí, J.P. (José Patricio)Multicamera television production’s similarity to the video clip has become evident in the production of the EBU’s Eurovision Song Contest, where various musical numbers representing public television stations from the organizing countries compete against each other in terms of spectacularity and originality. The main objective of this research is to analyze several acts to identify such appropriation. We will apply a textual analysis to the audiovisual discourse of a sample chosen through subjective sampling. We divide our analysis into four sections: preliminary phase, formal audiovisual analysis, staging and performance. The investigation leads to the conclusion that the characteristic fragmentation of space and time of video clips can also be identified in live music videos. This fragmentation is seen in the break in spatial continuity, resulting from recreating sets on stage and the abstraction of the stage thanks to screens and an avant-garde composition shot. We also consider that the production imitates the time fragmentation and fast shot speed of the video clip.
- Repression in the Conservative Málaga Press at the Beginning of the Civil War: The Decline of "La Unión Mercantil"(Servicio de Publicaciones de la Universidad de Navarra, 2020) López-Romero, L. (Laura)The media landscape in Spain underwent a major transformation after the coup d’état of 18th July 1936, with the subsequent eradication of newspapers and radio stations, at the same time as the emergence of new media in support of one or other side. Managers, journalists, photographers and other workers involved in the newspaper business were those most affected by the new situation. This article focuses on repression in the newspaper sector in Málaga, with the aim of reconstructing the events that took place between summer 1936 and the entry of Franco’s troops on 8th February 1937. The work focuses on the first wave of repression that affected the conservative press in Málaga, in particular the case of the newspaper La Unión Mercantil and the figure of its former Director, Manuel García Santos. The working methodology is based on qualitative analysis of legal documentation repositories, newspapers and personal sources of family members of those researched. The results are intended to help alleviate the shortage of research in this field, especially in Andalusia. Thanks to the different sources consulted, this work offers a snapshot of events, rescuing from oblivion many Málaga journalists who, having exercised their profession freely, suffered censorship, persecution, prison, exile and death during the war and immediate post-war periods.
- Banal nationalism and everyday nationalism in experiential advertising. A sample of advertisements broadcast on the Catalan public television (2009-2017)(Servicio de Publicaciones de la Universidad de Navarra, 2020) Visa-Barbosa, M. (Mariona); Lladonosa-Latorre, M. (Mariona)This article explores representations of Catalan identity in contemporary experiential advertising in order to assess whether the symbolic universes and frames of meaning used exemplify the ideas of banal nationalism in Billig’s sense (1995) and/or everyday nationalism as described by Edensor (2002), in terms of retaining and reinforcing the mental frames of the nation. Drawing on a sample of 33 advertisements broadcast on TV3, the Catalan public television network, between 2009 and 2017, the ways in which commercial products are linked to a form of representation of Catalan identity through the images, traditions, people, landscapes and/or language they evoke are explored. The article also discusses how collective social and symbolic imaginations are produced and reproduced, in which products are associated with familiar contexts and discourses, normalizing patterns of behavior and consumption linked to certain lifestyles, culture or national models. Likewise, a significant proportion of the sample exemplifies how private agents may play an active role in the production and reproduction of the nation.
- Dietary supplements’ endorsements. A content analysis of claims and appeals on Spanish radio(Servicio de Publicaciones de la Universidad de Navarra, 2020) Perelló-Oliver, S. (Salvador); Muela-Molina, C. (Clara); de-la-Quintana, A. (Alfonso)The aims of this study are to analyze the presence of endorsers in DS advertising on Spanish radio and the health-related product information of endorsements on full service Spanish radio. To this end, the content analysis of all radio spots broadcast throughout the year 2017 is conducted, deriving a corpus of 165 different radio spots belonging to the product category of dietary supplements, broadcast a total of 10,566 times. According to the Elaboration Likelihood Model, endorsers are a peripheral cue and increase advertising persuasion. The main results show that the most prevalent type of endorser in DS radio spots is the anonymous spokesperson, followed by celebrities, and that endorsers use explicit claims more frequently than implicit claims. Additionally, experts and celebrities use rational appeals more frequently while emotional appeals predominate in endorsements by typical consumers. Thus, rational appeals are prevalent in endorsements voiced by the most credible endorsers: experts and celebrities. That is, the higher the social recognition and credibility of the endorser, the greater the weight of direct, explicit and rational arguments in the message, while less attention is given to emotional appeals.
- Politicians or influencers? Twitter profiles of Pablo Iglesias and Albert Rivera in the Spanish general elections of 20-D and 26-J(Servicio de Publicaciones de la Universidad de Navarra, 2020) Pedraza-Jiménez, R. (Rafael); Pont-Sorribes, C. (Carles); Suau-Gomila, G. (Guillem)The Spanish general elections of 20 December 2015 and 26 June 2016, which can be understood as an electoral continuum, were notable for being the first case of a repeated election in Spain’s history, the consequence of the difficulty in forming a government due to the emergence of two new political forces, Podemos and Ciudadanos, led by Pablo Iglesias and Albert Rivera, respectively. We analysed the Twitter communications of these political leaders in both election campaigns using quantitative and qualitative research techniques, we also compare the overall results with the results of the Top Discussion Indicator (TDI). The main objectives of the study were: a) to determine the degree of influence and the ability to create community of both political leaders; b) to identify strategic communication differences between the two leaders and changes between the two campaigns; and c) to investigate the interconnections between their Twitter profiles and media profiles (mainly Spanish newspapers and TV channels). Our findings indicate that issues linked to their own campaigns were the most discussed by these politicians. It is noted that political leaders have little capacity to influence beyond their own community on Twitter, in this sense, hybridization with traditional media and, in particular, with television helps to penetrate beyond the digital sphere. In addition, it was found that Pablo Iglesias and Albert Rivera interacted most with Atresmedia and Prisa group media.
- The social media presence of Ibex 35 top executives and their role as influencers(Servicio de Publicaciones de la Universidad de Navarra, 2020) Rodríguez-Pallares, M. (Miriam); García-Santamaría, J.V. (José Vicente); Pérez-Serrano, M.J. (María José)Influencers are the new brand narrative. This is why many companies and institutions are positioning their executives –using their full names– to build loyalty amongst their diverse client base. On the other hand, the reputation strategy known as “CEO Executive Visibility” aims to promote a brand by putting the spotlight on its top management and aligning their character traits with the values that the organisation wishes to transmit, thus capturing new audiences, improving follower loyalty and generating more engagement. Along these lines, and using content analysis and quantitative research methods, and combining economic and communication factors as theoretical underpinnings, this investigation examines how the chairpersons of the companies listed in the Ibex 35 (the Spanish benchmark index) use the main social networks (Twitter, Facebook, LinkedIn, Instagram, YouTube and personal blogs). The results obtained show how executive visibility strategies are applied in Spain and who the main influencers in this financial environment are. This research evidences that the chairpersons of Ibex 35 companies do not post consistently on social media and that there is a link between the public image of a company’s top management and the perception of a company and its commitment to its audience.
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