Análisis de las estrategias promocionales en Facebook de los diarios tradicionales y nativos digitales
DOI:
https://doi.org/10.18568/cmc.v19i56.2610Palavras-chave:
Facebook, sensacionalismo, valores noticiosos, temas, diariosResumo
El objetivo de esta investigación es analizar las estrategias de los principales diarios españoles en Facebook prestando atención a la temática, los valores noticiosos y el sensacionalismo utilizados. El estudio se basa en un análisis de contenido cuantitativo (n = 2.821) de los contenidos en Facebook publicados por tres diarios tradicionales (El País, El Mundo y La Vanguardia) y tres nativos digitales (El Confidencial, El Diario y El Español). Entre los resultados obtenidos, destaca que los contenidos sobre sucesos y tribunales son los más frecuentes y la proximidad, el valor noticioso más recurrente en ambos tipos de diarios. En cuanto a las prácticas sensacionalistas, los nativos digitales utilizan más el texto apelativo y el clickbait.
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