Carmen Costa-Sánchez
Biographic Data
| ID | 292047 |
|---|---|
| NAME | Carmen Costa-Sánchez |
| GIVEN NAMES | Carmen |
| FAMILY NAME | Costa-Sánchez |
| SIGNATURE | COSTA-SÁNCHEZ C |
| AFFILIATIONS | Universidade da Coruña |
| ORCID | 0000-0001-8154-9537 |
| VERIFIED | Yes |
| TOTAL WORKS | 39 |
| TOTAL CITATIONS | 35 |
| AUTHOR COUNT | 39 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 1970 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 3 |
Capítulo 5. Comunicación móvil y transmedia
Este capítulo analiza el impacto de la comunicación móvil y las estrategias transmedia en la transformación de los medios de comunicación contemporáneos. A partir de un estudio exploratorio-descriptivo en 17 medios de comunicación, se examinan las dinámicas de producción, distribución y consumo de contenidos en un entorno multiplataforma. Se identifican tendencias como la estrategia mobile first, el uso extensivo de apps nativas, newsletters y pó…
Comunicación y Big data [Presentación del monográfico]
Nuevos retos se presentan para el sector de la comunicación ligados a la revolución de los datos, el Internet de las cosas y/o la Inteligencia artificial. El Big Data, es decir, las oportunidades de manejo de esta gran cantidad de datos y su análisis pueden permitir avances e investigación de enorme interés. Emergen a su vez graves cuestiones éticas ligadas a la proveniencia y/o al uso de dichos datos. Los datos que se manejan en el ámbito period…
Propuesta y validación de una nueva escala de alfabetización en e-salud y redes sociales: La E-health literacy scale in social networks (snHeals)
La información en salud es un activo fundamental para llevar a cabo estilos de vida saludables. La web 2.0 ha favorecido la eclosión de múltiples fuentes online de información en salud. Entre ellas, las redes sociales destacan como canal de información prioritario para los más jóvenes. Una herramienta internacionalizada para medir en general la alfabetización digital en salud autopercibida ha sido la escala e-HEALS, que se ha trasladado y testead…
Comunicación del compromiso social y para la sostenibilidad. análisis multifocal y tendencias
La comunicación del compromiso social y de la sostenibilidad se encuentra de renovado interés dados los retos sociales que presionan a sociedades, empresas e instituciones a nivel global. Si bien los Objetivos de Desarrollo sostenible se aprobaron en el año 2015, la pandemia del coronavirus ha azuzado las temáticas ligadas a medio ambiente, salud y desigualdad(es) en medios de comunicación, opinión pública y agendas empresariales e institucionale…
Capítulo 8. Innovaciones en periodismo móvil y nuevos códigos informativos
La llegada del smartphone y la esplendorosa acogida social de la nueva tecnología ha conducido a que los medios de comunicación cuenten con una ventana nueva y continua para relacionarse con los usuarios. Los cambios se producen desde hace más de una década en los procesos de producción y de recepción de la información, una adaptación que ha conducido a acuñar el término MoJo (en inglés) para denominar el nuevo rol del periodista a través de un s…
Fake News in the Post-Covid-19 Era? The Health Disinformation Agenda in Spain
Three years after a pandemic that demonstrated the importance of reliable health information in a news agenda dominated by coronavirus disease 2019 (COVID-19), we analyze the situation of health disinformation in Spain on the basis of the verifications carried out by its main fact-checking platforms. The results show that COVID-19 shared center stage with other topics in the health area. In addition, a unique agenda is evident in each situation i…
Can information literacy increase political accountability? Linking information evaluation with obstinate partisanship via social media political homophily
Scholars have recently sought to explain why some voters remain loyal to “their” parties or candidates “no matter what they do” – an attitude that has been labeled as obstinate partisanship (OP) and limits electoral accountability. We argue that the development of OP may have to do, at least partly, with people’s (in)ability to critically evaluate political information and their tendency to isolate themselves in online bubbles of congenial inform…
Capítulo 13. Entre el periodismo multiplataforma y el transmedia
El periodismo transmedia se plantea como un paso más en la evolución de un periodismo adaptativo o multiplataforma. Este trabajo reflexiona sobre cómo se construye una nueva estructura de contenidos en la que el relato periodístico se expande a través de diferentes medios aprovechando las singularidades de cada uno de ellos, así como las distintas vías de participación de las audiencias. Palabras clave: medios digitales, medios nativos digitales,…
Binge-watching practices in the pre-pandemic era. Scale of measurement, discourses and related social effects from a case study of university students from Spain
The new modes of television consumption point to the interest of binge-watching as the object of study. This paper builds an intensity index that classifies users into “irregular”, “regular” or “dedicated”. Methodologically, an inter-method sequence is applied, combining descriptive and multivariate statistical analyses, as well as discussion groups from which cleavages or discursive positions derive. The results of the research indicate that mos…
Impacto de la Covid-19 en la comunicación de los hospitales en España. Adaptaciones y evaluación de sus profesionales
La COVID-19 ha provocado una transformación en la estructura organizativa y asistencial del sistema sanitario que afecta de manera directa a la gestión de su comunicación. Este artículo tiene como propósito conocer la estrategia comunicativa de los hospitales en España en contexto de normalidad y cuáles han sido los principales cambios y necesidades de adaptación originados por la pandemia. Para ello, se recopila y analiza la información recabada…
Fan fiction y prácticas de lectoescritura transmedia en Wattpad: Una exploración de las competencias narrativas y estéticas de adolescentes
In recent years, Wattpad has become the leading collaborative reading and writing platform allowing young writers to publish their works, some of which belong to the tradition of fan fiction, including stories derived from a source text from popular culture. The main objective of this article is to explore how teenagers reading and writing fan fiction on Wattpad apply transmedia skills related to production and narrative and esthetic reflection. …
Capítulo 7. Periodismo transmedia e innovación. Propuestas narrativas de referencia
El periodismo transmedia es un paradigma amplio, en evolución y que permite fórmulas diversas de implementación. Las principales cabeceras periodísticas muestran diferentes grados de innovación transmedia. En este capítulo se recogen y analizan algunas de las principales apuestas por un nuevo periodismo. Palabras clave: Periodismo digital, periodismo transmedia, innovación periodística, ciberperiodismo
Journalistic Fact-Checking of Information in Pandemic: Stakeholders, Hoaxes, and Strategies to Fight Disinformation during the Covid-19 Crisis in Spain
The public health crisis created by COVID-19 represents a challenge for journalists and the media. Specialised information in healthcare and science has turned into a need to deal with the current situation as well as the demand for information by society. In this context of increased uncertainty, the circulation of fake news on social networks and messaging applications has proliferated, producing what has been known as 'infodemic'. This paper i…
Debates electorales en los VOD de las RTV Públicas de Europa
Introducción: En los medios públicos, el debate electoral es de especial interés por las reglas que deben adoptar estas televisiones para cumplir con sus compromisos de servicio público y mantener los valores de diversidad, universalidad y participación. En el nuevo escenario que plantean las plataformas propias de VOD la inclusión de estos debates electorales televisados y las variaciones en su formato se plantea como un ejercicio de transparenc…
What Is WhatsApp for? Developing Transmedia Skills and Informal Learning Strategies Through the Use of WhatsApp—A Case Study With Teenagers From Spain
Smartphones and WhatsApp are, respectively, the medium and application that Spanish teenagers most want. However, research into the use of WhatsApp is still quantitatively and qualitatively limited. In addition, little research has been carried out regarding its impact on the development of transmedia skills and informal learning strategies outside the classroom. This article aims to expand the knowledge on teenagers’ motivations and their develo…
Gestión de la comunicación en la Pequeña y Mediana Empresa. Potencial estratégico, filosofía y tendencias
La Comunicación Corporativa es una herramienta de gestión que ayuda a las organizaciones a lograr sus objetivos. Los estudios sobre sus características, aplicaciones y necesidades en la realidad empresarial española han priorizado a las empresas de mayor tamaño. Sin embargo, la mayoría del tejido empresarial en España lo configuran las Pequeñas y Medianas Empresas. El presente trabajo analiza la función de comunicación en la PYME en un área geogr…
Análise comparativa da gestão da comunicação corporativa em empresas e instituições: O caso da Galiza
O estudo da comunicação enquanto atividade profissional é frequentemente conduzido no contexto de grandes organizações com múltiplos recursos, principalmente em empresas. Esta investigação vem contrariar essa tendência e compara departamentos de comunicação de organizações públicas e privadas, que se situam numa área geográfica afastada dos núcleos socioeconómicos e políticos de Espanha: a Comunidade Autónoma da Galiza. Na Europa, têm vindo a rea…
Agencias de comunicación en España en la encrucijada digital. Prácticas, perspectivas y visión de futuro
The study analyses the main challenges perceived by communication consulting sector in Spain in a post-convergence context. An in-depth questionnaire to communication agency professionals and content analysis of their corporate websites and social platforms was used as methodology. The results point to a situation in transition between old and new practices, in which digitalisation is perceived as a current need and a challenge to sector’s adapta…
Tendencias de investigación sobre comunicación organizacional: La autoría española en revistas indexadas (2014-2018)
An overview of the research trends on organizational communication generated by Spanish authors in high impact journals between 2014 and 2018 is offered. Variables such as the year of publication, the source or the number of citations, as well as characteristics of authorship and issues addressed are analyzed. The results show a discrete but stable presence of this type of studies, with variety of sources, especially Spanish journals, and issues,…
Use of social media for health education and corporate communication of hospitals
The main objective of this work is to obtain an in-depth understanding of digital communication strategies employed by hospitals by comparing and contrasting the digital communication of two hospitals of reference in Spain. The main method is content analysis of Facebook and Twitter along with in-depth interviews of hospital communication directors. Results show different communication strategies that depend on organizational goals. The public pa…
Avances y retos de la gestión de la comunicación en el siglo XXI. Procesos, necesidades y carencias en el ámbito institucional
Las organizaciones están instaladas en un conglomerado sistémico en el que su funcionamiento depende del comportamiento de las demás entidades en el entorno en el que se encuentran inmersas. Este artículo parte de que la comunicación institucional no puede considerarse ajena al modo en que se están transformando las relaciones online y offline. Atendiendo a cinco indicadores de tendencia (la simetría interactiva, Generación Co, comunicación trans…
Estrategias de videomarketing online. Tipología por sectores de negocio
Web 2.0 means audiovisual success. Consumption of on-line video remains on the upside, in a tendency that will continue in the short and medium term. Mobile devices increase this consumption. Brands can employ video to create community, to generate affection, to inform, to explain, to show their products and services and to attract customers. The present work analyses main video contents of Interbrand 2015 Spanish brands Youtube channels. Scienti…
Online video marketing strategies: Typology according to business sectors
Web 2.0 means audiovisual success. Consumption of on-line video remains on the upside, in a tendency that will continue in the short and medium term. Mobile devices increase this consumption. Brands can employ video to create community, to generate affection, to inform, to explain, to show their products and services and to attract customers. The present work analyses main video contents of Interbrand 2015 Spanish brands Youtube channels. Scienti…
Salas de comunicación online de las entidades bancarias en España. Entre el branded content informativo y el repositorio de notas de prensa
Banking entities are confronting an important challenge: recovering citizens’ confidence within a context in which their image has been severely damaged and linked to deception and abusive practices and a lack of transparency. Online communication room means a bank trademark in the Web to different types of publics, of particular importance given the increasing impact of digitisation in their activity and business model. The present work deepens …
Las Superbrands y social media en Portugal. Análisis de su estrategia de comunicación en Youtube
Las Superbrands son un conjunto de marcas que reciben dicho distintivo por ser aquellas en las que los usuarios, en este caso portugueses, más confían. La presente investigación pretende conocer cómo esta serie de marcas “bien consideradas”, emplea las redes sociales y, específicamente, el uso que realizan de sus canales de Youtube. En un contexto en el que el consumo de vídeo online crece y Youtube se ha convertido en el segundo buscador por det…
Ciberperiodismo en el smartphone. Estudio de la multimedialidad, usabilidad, hipertextualidad e interactividad de las aplicaciones de medios nativos digitales para smartphone
The cellphones no longer are only channels to do and receive calls. Among the new uses of the channel is the informative use, based in the mobile web and in the news applications. The communication companies adaptation to the new mobile supports and formats is in process. Traditional media (of all sectors, press, radio and television), as well as digital media try to endow of contents to the new screens. In the present research we analyze the Spa…
Avances y retos de la gestión de la comunicación en el siglo XXI. Procesos, necesidades y carencias en el ámbito institucional
Las organizaciones están instaladas en un conglomerado sistémico en el que su funcionamiento depende del comportamiento de las demás entidades en el entorno en el que se encuentran inmersas. Este artículo parte de que la comunicación institucional no puede considerarse ajena al modo en que se están transformando las relaciones online y offline. Atendiendo a cinco indicadores de tendencia (la simetría interactiva, Generación Co, comunicación trans…
Fake News in the Post-Covid-19 Era? The Health Disinformation Agenda in Spain
Three years after a pandemic that demonstrated the importance of reliable health information in a news agenda dominated by coronavirus disease 2019 (COVID-19), we analyze the situation of health disinformation in Spain on the basis of the verifications carried out by its main fact-checking platforms. The results show that COVID-19 shared center stage with other topics in the health area. In addition, a unique agenda is evident in each situation i…
Narrativas Transmedia Nativas: Ventajas,elementos de la planificación de un proyecto audiovisual transmedia y estudio de caso
Transmedia storytelling has become a successful formula for joining different contents under a same creative effort, for generating the fans implication and for increasing the profitable channels project. One of the challenges of the audiovisual industry is the native transmedia storytelling, that has been created from the beginning under a transmedia conception. The planning of this type of project involves the (re)creation of the storyworld, th…
Fan fiction y prácticas de lectoescritura transmedia en Wattpad: Una exploración de las competencias narrativas y estéticas de adolescentes
In recent years, Wattpad has become the leading collaborative reading and writing platform allowing young writers to publish their works, some of which belong to the tradition of fan fiction, including stories derived from a source text from popular culture. The main objective of this article is to explore how teenagers reading and writing fan fiction on Wattpad apply transmedia skills related to production and narrative and esthetic reflection. …
Tendencias de investigación sobre comunicación organizacional: La autoría española en revistas indexadas (2014-2018)
An overview of the research trends on organizational communication generated by Spanish authors in high impact journals between 2014 and 2018 is offered. Variables such as the year of publication, the source or the number of citations, as well as characteristics of authorship and issues addressed are analyzed. The results show a discrete but stable presence of this type of studies, with variety of sources, especially Spanish journals, and issues,…
Use of social media for health education and corporate communication of hospitals
The main objective of this work is to obtain an in-depth understanding of digital communication strategies employed by hospitals by comparing and contrasting the digital communication of two hospitals of reference in Spain. The main method is content analysis of Facebook and Twitter along with in-depth interviews of hospital communication directors. Results show different communication strategies that depend on organizational goals. The public pa…
Online video marketing strategies: Typology according to business sectors
Web 2.0 means audiovisual success. Consumption of on-line video remains on the upside, in a tendency that will continue in the short and medium term. Mobile devices increase this consumption. Brands can employ video to create community, to generate affection, to inform, to explain, to show their products and services and to attract customers. The present work analyses main video contents of Interbrand 2015 Spanish brands Youtube channels. Scienti…
Del periodismo transmedia al replicante. Cobertura informativa del contagio de ébola en España por Elpais.com
Transmedia storytelling has become a useful strategy for fiction, documentaries, and for marketing and corporate communication. However, the study of this new tool applied to journalism and reporting has received less attention and has been more recent and theoretical. The aim of the present work is to determine whether or not Elpais.com has employed trans media storytelling in the press coverage of the first confirmed case of ebola in Spain
De series españolas de éxito a producciones audiovisuales transmediáticas. Análisis de "Águila Roja", "El Barco" y "Amar en tiempos revueltos
The new ways of audiovisual consumption are generating new forms of creation of contents. The success of series of conventional television has lead to the transformation of the audiovisual product in a transmedia product, able to arrive to more publics through more channels. In Spain, series that have attained a good reception of the audience have expanded the narrative universe created to new online or offline platforms. In the present article, …
"Agenda setting" y crisis económica: Influencia de la prensa en el comportamiento de consumo y ahorro
The analysis of media influence over society has generated an important interest for social investigators. This paper is focused on potential effects of media into people behaviour. We have followed the “agenda setting” of main spanish newspapers through its contents referred to economic crisis process. This information has determined people consumption and their saving behaviour. The higher the uncertainties about future perspectives, the greate…
Can information literacy increase political accountability? Linking information evaluation with obstinate partisanship via social media political homophily
Scholars have recently sought to explain why some voters remain loyal to “their” parties or candidates “no matter what they do” – an attitude that has been labeled as obstinate partisanship (OP) and limits electoral accountability. We argue that the development of OP may have to do, at least partly, with people’s (in)ability to critically evaluate political information and their tendency to isolate themselves in online bubbles of congenial inform…
What Is WhatsApp for? Developing Transmedia Skills and Informal Learning Strategies Through the Use of WhatsApp—A Case Study With Teenagers From Spain
Smartphones and WhatsApp are, respectively, the medium and application that Spanish teenagers most want. However, research into the use of WhatsApp is still quantitatively and qualitatively limited. In addition, little research has been carried out regarding its impact on the development of transmedia skills and informal learning strategies outside the classroom. This article aims to expand the knowledge on teenagers’ motivations and their develo…
Agencias de comunicación en España en la encrucijada digital. Prácticas, perspectivas y visión de futuro
The study analyses the main challenges perceived by communication consulting sector in Spain in a post-convergence context. An in-depth questionnaire to communication agency professionals and content analysis of their corporate websites and social platforms was used as methodology. The results point to a situation in transition between old and new practices, in which digitalisation is perceived as a current need and a challenge to sector’s adapta…
Salas de comunicación online de las entidades bancarias en España. Entre el branded content informativo y el repositorio de notas de prensa
Banking entities are confronting an important challenge: recovering citizens’ confidence within a context in which their image has been severely damaged and linked to deception and abusive practices and a lack of transparency. Online communication room means a bank trademark in the Web to different types of publics, of particular importance given the increasing impact of digitisation in their activity and business model. The present work deepens …
Transmedia Storytelling, an ally of Corporate Communication: Dropped by Heineken case study
Corporate Communication changes trying to follow new social, technological and media dynamics. In the current context, it begins to experience with transmedia storytelling that offers a story to explain, multiple platforms and distinct levels of audience participation. Up to now, transmedia storytelling has been studied especially linked to fiction brands (television, cinematographic or literary, fundamentally). This article is one of the first i…
Estrategias de videomarketing online. Tipología por sectores de negocio
La Web 2.0 representa el éxito del audiovisual. El consumo de vídeo online se mantiene al alza, en una tendencia que se augura continuará a corto y medio plazo. Los dispositivos móviles incrementan su consumo. Las marcas pueden emplear el vídeo para crear comunidad, generar afecto, informar, explicar, mostrar sus productos o servicios, captar clientes. El presente artículo analiza los principales contenidos de vídeo en Youtube de las marcas españ…
Las ONGD reflejadas en el temario. Estudio comparativo de su imagen entre la etapa previa y posterior al impacto de la crisis económica
El artículo estudia la imagen de las ONGD en el temario de La Voz de Galicia a lo largo de diez meses, con el objetivo de comparar si la crisis económica ha supuesto alguna variación en la imagen de este perfil de organizaciones. Se ha analizado la producción periodística de cinco meses de 2006 y de 2010. La metodología empleada ha sido el análisis de contenido. Se ha utilizado la prueba de Chicuadrado para mostrar la relevancia estadística de la…
Prensa en la cuarta pantalla. Movilidad de la información del papel al bolsillo
Online press is immersed in a dynamic process, characterised by the incorporation of information technologies (IT) and search for new business models. In this context, digital media have found in mobile devices one of their main platforms of development, due to the possibilities of bringing information closer to its recipients and personalising messages according to their preferences. The object of this article is to investigate the potential of …
Activismo social en la web 2.0. El movimiento 15M
La relevante implantación de Internet y la democratización de su uso han propiciado la creación y consolidación de ciudadanías globales. Unas ciudadanías capaces de fortalecer las bases de las sociedades civiles por medio de un entramado de redes que sustentan un flujo permanente de acciones y de intercambio de información que configuran los contenidos de las agendas globales.La Web 2.0 y, más concretamente, el social media –como comunidades virt…
Ciberactivismo y redes sociales. El uso de Facebook por uno de los colectivos impulsores de la ‘spanish revolution’, Democracia Real Ya (DRY)
La eclosión del social network ha propiciado nuevas formas de activismo social en la Web. Un ejemplo paradigmático ha sido la gestación del movimiento 15M en España a través de la plataforma facebook. En el presente artículo analizamos el nacimiento y desarrollo de Democracia Real Ya (DRY), uno de los colectivos impulsores de la spanish revolution, en dicha red social
Ciberperiodismo en el smartphone. Estudio de la multimedialidad, usabilidad, hipertextualidad e interactividad de las aplicaciones de medios nativos digitales para smartphone
The cellphones no longer are only channels to do and receive calls. Among the new uses of the channel is the informative use, based in the mobile web and in the news applications. The communication companies adaptation to the new mobile supports and formats is in process. Traditional media (of all sectors, press, radio and television), as well as digital media try to endow of contents to the new screens. In the present research we analyze the Spa…
"Agenda setting" y crisis económica: Influencia de la prensa en el comportamiento de consumo y ahorro
The analysis of media influence over society has generated an important interest for social investigators. This paper is focused on potential effects of media into people behaviour. We have followed the “agenda setting” of main spanish newspapers through its contents referred to economic crisis process. This information has determined people consumption and their saving behaviour. The higher the uncertainties about future perspectives, the greate…
Información sobre saúde sanitaria e médica nos medios de comunicación en España. Estado da cuestión nos diferentes medios: Prensa, radio, televisión, revistas e Internet
Os medios de comunicación constitúen unha fonte de información sobre saúde moi importante para os cidadáns. Porén, a situación deste tipo de contidos nos diferentes medios españois resulta ben distinta: mentres os informativos televisivos non lle prestan demasiada atención, a prensa escrita de pago vai creando seccións especializadas. O presente traballo aborda a situación dos contidos especializados en saúde que se publican nos medios españois p…
Espectadores o creadores? El empleo de las tecnologías creativas por los seguidores de las series españolas
En un contexto de convergencia cultural marcado por la dicotomía entre los viejos y los nuevos medios, encontramos usuarios activos e implicados, seguidores de productos de ocio y entretenimiento, que participan y promueven la cultura fan y generan sus propias creaciones. La Web 2.0 ha contribuido, en gran medida, a la expansión de este fenómeno gracias a la democratización de herramientas destinadas a la creación y distribución de diversos tipos…
De series españolas de éxito a producciones audiovisuales transmediáticas. Análisis de "Águila Roja", "El Barco" y "Amar en tiempos revueltos
The new ways of audiovisual consumption are generating new forms of creation of contents. The success of series of conventional television has lead to the transformation of the audiovisual product in a transmedia product, able to arrive to more publics through more channels. In Spain, series that have attained a good reception of the audience have expanded the narrative universe created to new online or offline platforms. In the present article, …
ARG (Alternate Reality Games). Contributions, Limitations, and Potentialities to the Service of the Teaching at the University Level
Education’s gamification has represented an opportunity to boost students’ interaction, motivation and participation. ARG (Alternate Reality Games) offer a new highly immersive tool that can be implemented in educational achievements. One of the strongest points of these immersive games is based on applying the sum of students participating efforts and resources (so called collective intelligence) for problem resolution. In addition, ARG combine …
Narrativas Transmedia Nativas: Ventajas,elementos de la planificación de un proyecto audiovisual transmedia y estudio de caso
Transmedia storytelling has become a successful formula for joining different contents under a same creative effort, for generating the fans implication and for increasing the profitable channels project. One of the challenges of the audiovisual industry is the native transmedia storytelling, that has been created from the beginning under a transmedia conception. The planning of this type of project involves the (re)creation of the storyworld, th…
Del periodismo transmedia al replicante. Cobertura informativa del contagio de ébola en España por Elpais.com
Transmedia storytelling has become a useful strategy for fiction, documentaries, and for marketing and corporate communication. However, the study of this new tool applied to journalism and reporting has received less attention and has been more recent and theoretical. The aim of the present work is to determine whether or not Elpais.com has employed trans media storytelling in the press coverage of the first confirmed case of ebola in Spain
Las Superbrands y social media en Portugal. Análisis de su estrategia de comunicación en Youtube
Las Superbrands son un conjunto de marcas que reciben dicho distintivo por ser aquellas en las que los usuarios, en este caso portugueses, más confían. La presente investigación pretende conocer cómo esta serie de marcas “bien consideradas”, emplea las redes sociales y, específicamente, el uso que realizan de sus canales de Youtube. En un contexto en el que el consumo de vídeo online crece y Youtube se ha convertido en el segundo buscador por det…
Estrategias de videomarketing online. Tipología por sectores de negocio
Web 2.0 means audiovisual success. Consumption of on-line video remains on the upside, in a tendency that will continue in the short and medium term. Mobile devices increase this consumption. Brands can employ video to create community, to generate affection, to inform, to explain, to show their products and services and to attract customers. The present work analyses main video contents of Interbrand 2015 Spanish brands Youtube channels. Scienti…
Online video marketing strategies: Typology according to business sectors
Web 2.0 means audiovisual success. Consumption of on-line video remains on the upside, in a tendency that will continue in the short and medium term. Mobile devices increase this consumption. Brands can employ video to create community, to generate affection, to inform, to explain, to show their products and services and to attract customers. The present work analyses main video contents of Interbrand 2015 Spanish brands Youtube channels. Scienti…
Salas de comunicación online de las entidades bancarias en España. Entre el branded content informativo y el repositorio de notas de prensa
Banking entities are confronting an important challenge: recovering citizens’ confidence within a context in which their image has been severely damaged and linked to deception and abusive practices and a lack of transparency. Online communication room means a bank trademark in the Web to different types of publics, of particular importance given the increasing impact of digitisation in their activity and business model. The present work deepens …
Use of social media for health education and corporate communication of hospitals
The main objective of this work is to obtain an in-depth understanding of digital communication strategies employed by hospitals by comparing and contrasting the digital communication of two hospitals of reference in Spain. The main method is content analysis of Facebook and Twitter along with in-depth interviews of hospital communication directors. Results show different communication strategies that depend on organizational goals. The public pa…
Avances y retos de la gestión de la comunicación en el siglo XXI. Procesos, necesidades y carencias en el ámbito institucional
Las organizaciones están instaladas en un conglomerado sistémico en el que su funcionamiento depende del comportamiento de las demás entidades en el entorno en el que se encuentran inmersas. Este artículo parte de que la comunicación institucional no puede considerarse ajena al modo en que se están transformando las relaciones online y offline. Atendiendo a cinco indicadores de tendencia (la simetría interactiva, Generación Co, comunicación trans…
Agencias de comunicación en España en la encrucijada digital. Prácticas, perspectivas y visión de futuro
The study analyses the main challenges perceived by communication consulting sector in Spain in a post-convergence context. An in-depth questionnaire to communication agency professionals and content analysis of their corporate websites and social platforms was used as methodology. The results point to a situation in transition between old and new practices, in which digitalisation is perceived as a current need and a challenge to sector’s adapta…
Tendencias de investigación sobre comunicación organizacional: La autoría española en revistas indexadas (2014-2018)
An overview of the research trends on organizational communication generated by Spanish authors in high impact journals between 2014 and 2018 is offered. Variables such as the year of publication, the source or the number of citations, as well as characteristics of authorship and issues addressed are analyzed. The results show a discrete but stable presence of this type of studies, with variety of sources, especially Spanish journals, and issues,…
Debates electorales en los VOD de las RTV Públicas de Europa
Introducción: En los medios públicos, el debate electoral es de especial interés por las reglas que deben adoptar estas televisiones para cumplir con sus compromisos de servicio público y mantener los valores de diversidad, universalidad y participación. En el nuevo escenario que plantean las plataformas propias de VOD la inclusión de estos debates electorales televisados y las variaciones en su formato se plantea como un ejercicio de transparenc…
What Is WhatsApp for? Developing Transmedia Skills and Informal Learning Strategies Through the Use of WhatsApp—A Case Study With Teenagers From Spain
Smartphones and WhatsApp are, respectively, the medium and application that Spanish teenagers most want. However, research into the use of WhatsApp is still quantitatively and qualitatively limited. In addition, little research has been carried out regarding its impact on the development of transmedia skills and informal learning strategies outside the classroom. This article aims to expand the knowledge on teenagers’ motivations and their develo…
Gestión de la comunicación en la Pequeña y Mediana Empresa. Potencial estratégico, filosofía y tendencias
La Comunicación Corporativa es una herramienta de gestión que ayuda a las organizaciones a lograr sus objetivos. Los estudios sobre sus características, aplicaciones y necesidades en la realidad empresarial española han priorizado a las empresas de mayor tamaño. Sin embargo, la mayoría del tejido empresarial en España lo configuran las Pequeñas y Medianas Empresas. El presente trabajo analiza la función de comunicación en la PYME en un área geogr…
Humanities (27 works) · Political science (27 works) · Art (21 works) · Communication and COVID-19 Impact (19 works) · Media and Digital Communication (17 works) · Sociology (14 works) · Computer Science (12 works) · Advertising and Communication Studies (10 works) · Journalism and Media Studies (10 works) · Business (9 works)