REV - Communication & Society - Volumen 35, N. 3 (2022)
Permanent URI for this collectionhttps://hdl.handle.net/10171/63928
See
Results
- E-Commerce, social media and Social Inclusion: A Typology of Users Over 60 Years of Age in Spain(Servicio de Publicaciones de la Universidad de Navarra, 2022) Pretel-Jiménez, M. (Marilé); Quesada-González, C. (Carlos); Viñarás-Abad, M (Mónica)The growth of e-commerce and the ageing of the world population converges in a situation which represents significant challenges for the economy: a large population of over 65year-olds with major limitations for online shopping. The digital division, although reduced in certain sectors, in others, such as e-commerce persists. This research involves the study of 405 subjects, Spanish seniors aged between 60 and 79, to discover and analyse the barriers, motivators and behaviour with regards to shopping online. Using a telephone survey and a random sample, a typology of users was established as per their behaviour and perception of e-commerce. The main finding is the segmentation in eleven typologies of users, identified through cluster analysis. The major conclusions confirm the barriers related to data security or levels of confidence. Furthermore, with basic digital skills, seniors consider themselves capable of completing purchases on the Internet. Online shoppers feel empowered being digitally self-sufficient, while non-shoppers desiring to be independent, require the implementation of measures to aid the process on commercial websites.
- Addressing the Impact of Artificial Intelligence on Journalism: the perception of experts, journalists and academics(Servicio de Publicaciones de la Universidad de Navarra, 2022) Noain-Sánchez, A. (Amaya)Over the last decade, Artificial Intelligence (AI) has become gradually more prevalent in mass media and news agency newsrooms. This growing tendency has prompted intense debate about the negative impact on journalism, particularly on quality standards and ethical principles. Taking an explorative approach, this study aims to analyse the application of AI in newsrooms, focusing on the impact on news-making processes, media routines and profiles, highlighting the benefits and shortcomings, and finally, analysing the rise of ethical dilemmas. For this purpose, 15 in-depth interviews were conducted in two rounds, in 2019 and 2021, with a sample of journalists and other media professionals, academics, experts on the media industry, and providers of technology leading the work on AI. The international sample includes interviewees from the United States, the United Kingdom, Germany and Spain. The interviewees agree that AI will enhance journalists’ capabilities by saving time, augmenting the efficiency of the news-making processes and, therefore, increasing mass media industry productivity. However, a change of mind-set in the media environment is needed, and training on the use of these tools must be a priority given the lack of knowledge observed. Finally, the emergence of ethical issues underlines the need for continuous control and supervision of the processes undertaken by AI.
- Political advertising on social media: Issues sponsored on Facebook ads during the 2019 General Elections in Spain(Servicio de Publicaciones de la Universidad de Navarra, 2022) Baviera, T. (Tomás); Sánchez-Junqueras, J. (Javier); Rosso, P. (Paolo)Facebook’s advertising platform provides political parties with an electoral tool that enables them to reach an extremely detailed audience. Unlike television, the sponsored content on Facebook is seen only by the targeted users. This opacity was an obstacle to political communications research until Facebook released advertiser-sponsored content in 2018. The company’s new transparent policy included sharing metadata related to the cost and number of impressions the ads received. This research studies the content sponsored on Facebook by the five main national political parties in Spain during the two General Elections held in 2019. The research corpus consists of 14,684 Facebook ads. An extraction algorithm detected the key terms in the text-based messages conveyed in the ad. The prominence of these topics was estimated from the aggregate number of impressions accumulated by each term. Different content patterns were assessed following three categories: user mobilization, candidate presence, and ideological issues. PSOE and PP positioned themselves more toward calls to action. Podemos had the greater number of issues related to policy among the most salient topics in its advertising. Ciudadanos’ strategy focused more on its candidate and mobilization. Vox sponsored few Facebook ads, and they barely included policy issues. Spain was a highly prominent term in all parties’ campaigns. Ciudadanos shared the middle ground on the ideological axis: they promoted social issues more aligned with left-wing parties as well as economic topics usually advocated by the right-wing. Overall, our results point to a greater emphasis on candidates rather than issues.
- When mobile advertising is interesting: interaction of minors with ads and influencers’ sponsored content on social media(Servicio de Publicaciones de la Universidad de Navarra, 2022) Sádaba-Chalezquer, C. (Charo); Fernández, B. (Beatriz)Social ads, along with apps, display and geolocation are the most used actions in the context of mobile marketing. Adolescents are also identified as the main target audience for mobile marketing because they are very active users, they have a sound command of technology and their role as prescribers, especially in social networks. For this reason, the interaction between advertising on social networks among minors (10-14 years) was studied, differentiating between those standard format ads and those commercial content published by influencers. To this avail, more than 2,400 ads were analyzed after monitoring for a week the commonly used device of a sample of minors from the Metropolitan Area of Santiago de Chile. Standard formats, despite being the most used, they hardly generated interaction, unlike commercial content by influencers, which achieved a higher level of interaction (visual and click interaction), although they were less employed. These results open the door to question the advertising management of a digital space which was created for dialogue such as social networks, in which advertisers prioritize selling products and services.
- Political communication on Facebook and populism. The 2019 European Parliament election in Spain(Servicio de Publicaciones de la Universidad de Navarra, 2022) Fenoll, V. (Vicente)Populist actors have more success than other parties on social media –particularly Facebook– where their posts receive higher levels of engagement. The entry of populist parties onto the Spanish political stage can spread the use of their rhetoric and influence citizens’ political decisions, affecting the configuration of supranational institutions such as the European Union. The aim of this study is to use a quantitative content analysis to verify the presence of populist discourse in the 844 messages published on Facebook by Spanish parties during the 2019 European Parliament election campaign and to analyse their impact on user interaction. The results show that the newest and most extremist parties monopolise the messages with empty, anti-elite populism. However, the use of exclusionary populist discourse is also detected in more moderate conservative parties. Populist parties, especially VOX, lead user interactions, irrespective of whether the populist style appears in the messages. The results of the research show that the populist style is inexorably consolidating in Europe as an electoral communications strategy on Facebook. As with other European countries, extremist and opposition parties also adopt the populist style as a communications strategy. The results suggest that the success of populist actors on social media may be conditioned by the populist attitudes of their followers and less by the characteristics of these parties’ publications.
- Fact-checkers on social networks: analysis of their presence and content distribution channels(Servicio de Publicaciones de la Universidad de Navarra, 2022) Ramahí-García, D. (Diana); Míguez-González, M.I. (María Isabel); Dafonte-Gómez, A.(Alberto)Fact-checking is a thriving journalistic discipline that, in recent years, has gained great prominence as a tool in combating disinformation. The effectiveness of the work carried out by these journalistic initiatives depends not only on the quality of their content, but also on their ability to reach large audiences through the same channels by which disinformation spreads. In this context, we consider it important to know to what extent fact-checkers use social networks and other types of digital channels in order to deliver their fact-checks to a wide audience, whether there are differences between the practices developed by these actors according to the type of organisation to which they belong and whether there is a distinguishing element in this regard for Ibero-American fact-checkers. This article focuses on analysing the presence on social networks and the use of content distribution tools by 104 fact-checkers from all over the world pertaining to the International Fact-Checking Network in 2020. The results show significant differences in terms of network presence based on the type of entity to which fact-checkers belong, the independent fact-checkers being the ones using a wider variety of distribution channels. It has also been confirmed that Ibero-American fact-checkers have a greater presence on social networks, use more digital tools and provide more channels to share their content than the rest of the international sample.
- The Non-Verbal Communication of Santiago Abascal, President of VOX(Servicio de Publicaciones de la Universidad de Navarra, 2022) Cáceres-Zapatero, D. (Dolores); Fernández-Hoya, G. (Gema)This article analyzes Santiago Abascal’s non-verbal communication, exploring the development of his communication skills, thus adding to heretofore limited research on non-verbal expression and political communication by providing empirical evidence from the field. Content analysis has been carried out on the basis of a quantitative systematization of non-verbal communication, encompassing kinesic, prosodic and proxemic aspects. The corpus of study comprises 24 audiovisual documents, representative examples of Abascal’s public communication actions between the years 2014 and 2021, to which a tailormade frame of reference has been applied. Our findings show that Abascal’s communication skills have progressed and improved during that time period, and may now be defined as evincing notable intra-systemic and inter-systemic coherence in verbal, kinesic and paralinguistic language, which enables more effective and persuasive communication; a clear, precise and constant gestural style that amplifies the persuasive impact of his discourse; the use of consistent expressive signals interpreted by his audience as markers of credibility; and a mode of non-verbal expression that is emphatic and vehement, which underpins the meaning of the message, enables emotional connection, and fosters effective communication as a form of spectacle. The conclusion drawn here is that the Abascal’s development in expressive communication may be one contributing factor, among others, that has led to the rise of his political party, VOX.
- Theorizing platformization from the perspective of the connection between mobile journalism and political participation(Servicio de Publicaciones de la Universidad de Navarra, 2022) Zhang, W. (Wei); Pérez-Tornero, J.M. (José Manuel)Digital media platforms are used to make social contacts, especially during the COVID-19 pandemic. Journalism also adopts mobile and social platforms into news production and distribution. The usage of digital media platforms in journalistic practices has shown some interlinkage with political participation. Against these backdrops, there is a need for a theoretical framework to analyze the interlinkage and the relevant influence on social activities. This article uses a conceptual approach and theorizes platformization to explicate the rationale behind the interaction between digital platforms, mobile journalism, and political participation. Platformization in this study inspects media as mediated and dynamic platform that values interactivity and data. We also argue that the thesis of platformization derives from mediatization theory, and consists of platform logic and platform architecture. Platform logic is represented by platform functionality, platform automation, mobile mediality, and platform-based sociality. Platformization is structured by the platform architecture in the communication activities. Platform architecture has two senses. Firstly, it has the sense of internal structure, i.e., the engineering structure of software and hardware. Secondly, it contains the sense of external structure, i.e., the platform’s structural position in the platform ecosystem.
- A multivariable analysis on news production in Spain: digital newsroom profile, polyvalent journalists and gender perspective(Servicio de Publicaciones de la Universidad de Navarra, 2022) Mayo-Cubero, M. (Marcos)This article explores how the main Spanish newsrooms structure news production in the digital convergence from a quantitative approach. The data come from a nationwide survey applied to 30 editors-in-chief of Spain’s leading newspapers, radios, televisions, and digital natives. We study the newsroom size, news sections weight, freelancers, news agencies, and gender with multivariable analysis. We found that the gender gap has been overcome, and women are mostly in newsrooms (61%). Despite progress, women continue to have higher levels of unemployment and keep facing a glass ceiling in accessing the top positions. They just account for only 6.6% of the editors-in-chief in the sample. Likewise, we found a correlation between female journalists and the Society news section size. Findings suggest a specific news production organization by analyzing newsroom journalistic practice. Politics (23%) is the main news section and in decreasing order of importance: Society (18.5%), Business (16.5%), Sport (16.5%), International (14%) and Culture (11.5%). The average newsroom has between 101 and 300 journalists, with less than 20% freelancers. The media industry demands a polyvalent journalist. Skills, abilities, and competencies that different professionals previously developed now converge in a single professional with a polyvalent and multitasking profile. We found that it is a widespread journalistic practice in most TV outlets for reporters to work for several daily editions of newscasts (midday and night) and even provide news content for other organization shows. Journalists no longer work for a specific section, not even for a news show, but they now work for the entire organization.
- Strategy and creativity in the use of political slogans: A study of the elections held in Spain in 2019(Servicio de Publicaciones de la Universidad de Navarra, 2022) Garrido-Lora, M. (Manuel); Rivas-de-Roca, R. (Rubén); Sánchez-Decicco, W.N. (William N.)The unquestionable predominance of slogans in political communication versus their declining relevance in the commercial kind underpins the objective of this study, which is to gain further insight into the strategies and creative discourses employed by political parties in their campaigning before the general, regional and local elections held in Spain in 2019, whereby the results are compared with those obtained in previous research. The aim is thus to determine the attributes of electoral slogans regarding such aspects as their semantic density, complexity, use of rhetorical devices, core focus or communication efficiency. Accordingly, this study is framed in the field of research on political advertising, employing content analysis. To this end, an analysis was performed on an extensive corpus of 197 slogans, selected according to the criteria of comprehensiveness, relevance and representativeness. In short, it can be claimed that the tendencies noted in previous studies have stabilized, albeit with some new developments in relation to briefness, the use of double or triple slogans, expressive focus, bilingualism, the use of visual resources (such as emoticons) or digital language (contractions), the presence of rhetorical devices, and the relevance of voters and candidates versus political parties, among other factors. Besides the specific evolution of their formal and content-related aspects, we argue that the relevance of political slogans still prevails, and rather than undermining their essence and uses, the advent of social media has instead enhanced them.