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http://hdl.handle.net/10609/133527
Title: Análisis de contenidos en redes sociales para la prensa digital de la zona 5-Ecuador
Author: Sarzosa Rivera, Estefania Soledad
Director: Frigola Reig, Joan
Tutor: Bergillos, Ignacio
Keywords: journalistic communication
social networks
indicators
metrics
audience behavior
Issue Date: 8-Jun-2021
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: Journalistic communication reflects a digital transformation in recent years, where news consumption is carried out primarily through social networks; which leads to a change in the audience's behavior and their consumption habits. In this sense, the main objective of this research is to analyze the content on social networks for the digital press in zone 5-Ecuador. For this, based on theoretical and empirical methods, a follow-up and monitoring of the social networks of 14 newspapers in zone 5-Ecuador was carried out, exclusively with paper edition; through a quantitative and qualitative analysis on indicators such as: tone, orientation, themes, interaction, popularity and virality. From this diagnosis, the objective profile for the digital press was defined according to the sociodemographic and psychographic characteristics, preferably in social networks, internal management, as well as affective and emotional; as well as the optimal content to reach this audience. The corpus of this research is divided into eight sections that show each of the indicators related to the established objectives. Concluding, that the Ecuadorian audience has its own characteristics that require special attention, through attractive and trendy content; where, the digital press plays an essential role in the dissemination of information.
Language: Spanish
URI: http://hdl.handle.net/10609/133527
Appears in Collections:Bachelor thesis, research projects, etc.

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