Analysis of the Promotional Strategies on Facebook of Spanish legacy and digital-born newspapers
DOI:
https://doi.org/10.18568/cmc.v19i56.2610Keywords:
Facebook, sensacionalismo, valores noticiosos, temas, diariosAbstract
This research aims to analyze the social media management strategies of Spanish main newspapers on Facebook, focusing on topics, news values and sensationalism. The study is based on a quantitative content analysis (N = 2,821) of the Facebook posts published by three legacy (El País, El Mundo and La Vanguardia) and three digital-born newspapers (El Confidencial, El Diario and El Español). Results show that contents about crimes and courts cases are the most frequent and that proximity is the most recurrent news value in both types of newspapers. As for sensationalist practices, digital natives rely more frequently on the use of appellative text and clickbait features.
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