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General Strike through the Social Media Looking Glass: November 14th Strike Coverage by Spanish Radio Networks Profiles in Facebook.

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General Strike through the Social Media Looking Glass: November 14th Strike Coverage by Spanish Radio Networks Profiles in Facebook.

  1. 1. Jesús Díaz del Campo Francisco Segado Boj 11th Annual International Conference on Communication and Mass Media May 2013, 13th Athens General Strike through the Social Media Looking Glass: November 14th Strike Coverage by Spanish Radio Networks Profiles in Facebook.
  2. 2. Introduction • News have a growing importance in social media • Social media have a growing importance for traditional media • ‘Tool for attracting new readers, as well as for building deeper engagement with current ones’ (Sassen, Olmstead and Mitchell, 2013)
  3. 3. Introduction • Social media is a new scenario for public discussion • New public sphere (Van Djick, 2012) • New agora for postmodern democracies (Berlanga, 2012) • Great potential for enhacing public engagement
  4. 4. Introduction • Traditional media • Not interested in enhacing public participation • Promotion and content distribution (García Mirón, 2010: Noguera Vivo, 2010)
  5. 5. Top five countries in percentage of SNS’s use among Internet users (Pew Research Center, 2012)
  6. 6. Objectives and research questions • Analysing the information published by the main Spanish media through their Facebook accounts regarding the general strike on November 14th, 2012 • Analysing the interaction triggered among users by these pieces of news.
  7. 7. Hypotheses H1. General strike wasn’t followed by a raise in the number of news published by media in their Faceook profiles h.1.1. Number of messages published by media in Facebook on that day was lesser than on an average day h.1.2. Number of messages about the strike was lesser than the number of messages dealing with other issues that very day
  8. 8. Hypotheses H2. Messages about the strike reached a higher level of interaction than messages about other issues h 2.1. Degree of interaction of a message about the strike was higher than the average h 2.2. Degree of interaction of a message about the strike was higher than the degree of messages dealing with other issues
  9. 9. Sample Medium Kind Audience Facebook URL 20 minutos Free Newspaper 1.900.000 https://www.facebook.com/20minutos.es El País Newspaper 1.929.000 https://es-es.facebook.com/elpais El Mundo Newspaper 1.181.000 https://www.facebook.com/mundo.es La Vanguardia Newspaper 811.000 https://www.facebook.com/LaVanguardia Cadena Ser Radio network 4.500.000 https://www.facebook.com/cadenaser Cope Radio network 1.668.000 https://www.facebook.com/cope Onda Cero Radio network 2.343.000 https://es-es.facebook.com/ondacero Tele 5 Television 14,3% https://www.facebook.com/tele5 Antena 3 Television 13,9% https://es-es.facebook.com/antena3 TVE1 Television 10,6% https://es-es.facebook.com/rtve
  10. 10. Number of unique visitors (in hundreds of thousands) of SNS’s in Spain (Comscore, 2012)
  11. 11. Findings H1. General strike wasn’t followed by a raise in the number of news published by media in their Facebook profiles  The number of messages published by the different media in the Facebook profiles collected in the sample is below the daily average rate of messages
  12. 12. Findings h.1.1. Number of messages published by media in Facebook on that day was lesser than on an average day  General strike did not generate a higher number of message
  13. 13. Findings h.1.2. Number of messages about the strike was lesser than the number of messages dealing with other issues ? Different data according different media
  14. 14. Findings H2. Messages about the strike reached a higher level of interaction than messages about other issues 
  15. 15. Findings h 2.1. Degree of interaction of a message about the strike was higher than the average  h 2.2. Degree of interaction of a message about the strike was higher than the degree of messages dealing with other issues 
  16. 16. Discussion •Newspapers show substantial differences according to their ideology. • Left oriented: higher number of messages posted, and higher user engagement • Right oriented: lower number of messages posted, and lower user engagement
  17. 17. Discussion •Previous tendency has not been found in radio networks •Onda Cero, conservative profile: •Rise in the number of messages published on its profile and on the interactivity generated by them.
  18. 18. Discussion •Television networks: lowest attention •Just 1 network, just two messages
  19. 19. Thanks for your attention! francisco.segado@unir.net Digital society & communication RG: http://coysodi.unir.net Study funded by UNIR inner research program: http://research.unir.net

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