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Journal. Media, Volume 2, Issue 4 (December 2021) – 17 articles

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11 pages, 375 KiB  
Article
Exo Journalism: A Conceptual Approach to a Hybrid Formula between Journalism and Artificial Intelligence
by Santiago Tejedor and Pere Vila
Journal. Media 2021, 2(4), 830-840; https://doi.org/10.3390/journalmedia2040048 - 15 Dec 2021
Cited by 13 | Viewed by 4885
Abstract
The irruption of artificial intelligence (AI) and automated technology has substantially changed the journalistic profession, transforming the way of capturing, processing, generating, and distributing information; empowering the work of journalists by modifying the routines and knowledge required by information professionals. This study, which [...] Read more.
The irruption of artificial intelligence (AI) and automated technology has substantially changed the journalistic profession, transforming the way of capturing, processing, generating, and distributing information; empowering the work of journalists by modifying the routines and knowledge required by information professionals. This study, which conceptualizes the “exo journalism” on the basis of the impact of AI on the journalism industry, is part of a research project of the Observatory for Information Innovation in the Digital Society (OI2). The results, derived from documentary research supported by case studies and in-depth interviews, propose that AI is a source of innovation and personalization of journalistic content and that it can contribute to the improvement of professional practice, allowing the emergence of a kind of "exo journalist", a conceptual proposal that connects the possibilities of AI with the needs of journalism’s own productive routines. The end result is the enhancement of the journalist’s skills and the improvement of the news product. The research focuses on conceptualizing a kind of support and complement for journalists in the performance of their tasks based on the possibilities of AI in the automatic generation of content and data verification. Full article
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11 pages, 268 KiB  
Article
Empathy Cultivation through (Pro)Social Media: A Counter to Compassion Fatigue
by Jessica Roberts
Journal. Media 2021, 2(4), 819-829; https://doi.org/10.3390/journalmedia2040047 - 10 Dec 2021
Cited by 4 | Viewed by 5305
Abstract
While a sizable body of literature suggests that repeated exposure to images of suffering may provoke compassion fatigue and news avoidance in audiences, this paper examines whether a different kind of representation can allow viewers to connect with the subjects of media coverage, [...] Read more.
While a sizable body of literature suggests that repeated exposure to images of suffering may provoke compassion fatigue and news avoidance in audiences, this paper examines whether a different kind of representation can allow viewers to connect with the subjects of media coverage, cultivating empathy for them. The hope is that understanding the emotional impact of the way people are represented in news stories will help journalists better serve the public’s need for what Schudson called “social empathy”, “stories that—often in a human-interest vein—inform citizens about neighbors and groups they may not know or understand” and create a space where audiences can express positive emotions about their fellow citizens. This paper considers the reactions of followers of the “Humans of New York” (HONY) social media feed to the subjects of the feed’s posts, who are not portrayed as tragic victims, but humanized through portrayals of commonplace concerns, such as family, career, and romantic relationships. Comments on more than 8000 HONY posts over a year were analyzed using the Linguistic Inquiry Word Count program. Results indicate that comments on HONY are overwhelmingly positive and socially oriented, suggesting that this type of representation may be effective in countering compassion fatigue and allowing for better social connection. Full article
11 pages, 846 KiB  
Article
Fewer and Later: Women as Experts in TED Talks about COVID-19
by Maider Eizmendi and Simón Peña-Fernández
Journal. Media 2021, 2(4), 808-818; https://doi.org/10.3390/journalmedia2040046 - 02 Dec 2021
Cited by 2 | Viewed by 2619
Abstract
The dissemination of science has undergone a major upsurge in recent years thanks to the Internet, which has served to overcome many of the technical and economic barriers. Among the many initiatives, one of the most successful tools has been the TED Talks [...] Read more.
The dissemination of science has undergone a major upsurge in recent years thanks to the Internet, which has served to overcome many of the technical and economic barriers. Among the many initiatives, one of the most successful tools has been the TED Talks website. At the same time, various studies indicate that women produce less science dissemination content and that they are also more likely to receive hostile comments. The objective of this research is to analyze from a gender perspective the content published on the TED Talk website on COVID-19 from 1 March 2020 to 31 March 2021 (n = 62) to determine its characteristics and the topics addressed, as well as the resulting engagement and the predominant feelings of the comments received. To do this, a content analysis of the publications has been carried out, as well as a qualitative analysis of the comments. The results indicate that the percentage of women experts on this platform is slightly lower than that of men (42.19%), and they have published content in later phases of the pandemic. From a qualitative point of view there are also differences, since women mainly opt for a social, political and social approach to the issue. In addition, the engagement of their publications is lower than that of men, although a higher prevalence of negative feelings is perceived in the comments they receive. Full article
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50 pages, 1415 KiB  
Article
Whose Pictures, Whose Reality? Lines of Tradition in the Development of Topics, Negativity, and Power in the Photojournalistic Competition World Press Photo
by Alexander Godulla, Daniel Seibert and Rosanna Planer
Journal. Media 2021, 2(4), 758-807; https://doi.org/10.3390/journalmedia2040045 - 01 Dec 2021
Cited by 2 | Viewed by 3171
Abstract
Initially founded in 1955 as a platform for Dutch photojournalists to increase international exposure, the World Press Photo competition has grown into the most prestigious contest of photojournalism worldwide, making it an important arena for journalism research. Using qualitative and quantitative content analyses, [...] Read more.
Initially founded in 1955 as a platform for Dutch photojournalists to increase international exposure, the World Press Photo competition has grown into the most prestigious contest of photojournalism worldwide, making it an important arena for journalism research. Using qualitative and quantitative content analyses, this study examines all photos shown in the competitions from 1960 to 2020 (N = 11,789) considering the origin of jury members (N = 686), participants (N = 132,800), placements (N = 2347) and the Human Development Index (HDI) of the countries. The topics displayed on the photos, their degree of negativity, and potential power structures in the photos are analysed over time both in terms of continental and HDI-related differences. Significant results show that Africa, Asia, and South America are more frequently depicted by the topic conflict and characterised by negative images than continents with industrialised nations (Australia/Oceania, Europe, North America). Participating European countries have a significantly higher average number of jury members, participants, and placements than participating countries from Africa, Asia, and South America, which seems to account for a dominant Eurocentric view. Implications and critical discussions are summarized in three interim conclusions at the end of this extended paper. Full article
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12 pages, 279 KiB  
Article
Types of Gameplay in Newsgames. Case of Persuasive Messages about COVID-19
by Julio Merchán-Romero and Angel Torres-Toukoumidis
Journal. Media 2021, 2(4), 746-757; https://doi.org/10.3390/journalmedia2040044 - 24 Nov 2021
Cited by 1 | Viewed by 2419
Abstract
Currently, independent video games have been presented as an alternative to approach the development of a ludic typology called newsgames in which, distancing themselves from the interests of the entertainment industry, a series of games related to the pandemic are presented. From here, [...] Read more.
Currently, independent video games have been presented as an alternative to approach the development of a ludic typology called newsgames in which, distancing themselves from the interests of the entertainment industry, a series of games related to the pandemic are presented. From here, we seek to examine the gameplay elements and persuasive messages of 17 “indie games” in the context of COVID-19, categorizing them according to types of newsgames and determining any patterns present among them. The results manifest a tendency towards tabloid newsgames, which are characterized by dealing with sensational, direct, and immediate information using humor and exaggeration to convey messages, which, in this case, focuses on biosafety measures such as hand washing, the use of alcohol for sanitation, and social distancing. On the part of the gameplay elements, a linear narrative is maintained, but it is mainly a sum of achievements to reach the game’s objectives. In short, independent newsgames are formalized as an instrument of diversification in media realities that allow for the presenting of information in an alternative way without depending on editorial lines within a crisis context, as has been the case during the pandemic. Full article
14 pages, 319 KiB  
Article
How Are Women Politicians Treated in the Press? The Case of Spain, France and the United Kingdom
by Cristina Fernández-Rovira and Santiago Giraldo-Luque
Journal. Media 2021, 2(4), 732-745; https://doi.org/10.3390/journalmedia2040043 - 23 Nov 2021
Cited by 2 | Viewed by 6839
Abstract
Women politicians have been discriminated against or negatively valued under stereotypes in media coverage and have been given a secondary role compared to male politicians. The article proposes an analysis of the treatment given by digital media to women political leaders. They are [...] Read more.
Women politicians have been discriminated against or negatively valued under stereotypes in media coverage and have been given a secondary role compared to male politicians. The article proposes an analysis of the treatment given by digital media to women political leaders. They are from different parties in three countries and the aim is to identify the polarity (positive, neutral or negative) of the information published about them in the media. The text focuses on the cases of Anne Hidalgo and Marine Le Pen, from France, Nicola Sturgeon and Theresa May, from the United Kingdom and Ada Colau and Inés Arrimadas, from Spain. The study develops a computerised sentiment analysis of the information published in two leading digital newspapers in each country, during the month of November 2019. The research, with the analysis of 1100 journalistic pieces, shows that the polarity or valence of the women analysed is predominantly neutral and positive and that the journalistic genres do not determine the media representation of the women studied. On the contrary, the country of study does have a predominant incidence on the way in which women politicians are represented, while the relationship of affinity or antipathy of the Spanish media with the women politicians studied is significant. Full article
23 pages, 3240 KiB  
Article
Studying the Community of Trump Supporters on Twitter during the 2020 US Presidential Election via Hashtags #maga and #trump2020
by Huu Dat Tran
Journal. Media 2021, 2(4), 709-731; https://doi.org/10.3390/journalmedia2040042 - 18 Nov 2021
Cited by 2 | Viewed by 3807
Abstract
(1) The study investigated the social network surrounding the hashtags #maga (Make America Great Again, the campaign slogan popularized by Donald Trump during his 2016 and 2020 presidential campaigns) and #trump2020 on Twitter to better understand Donald Trump, his community of supporters, and [...] Read more.
(1) The study investigated the social network surrounding the hashtags #maga (Make America Great Again, the campaign slogan popularized by Donald Trump during his 2016 and 2020 presidential campaigns) and #trump2020 on Twitter to better understand Donald Trump, his community of supporters, and their political discourse and activities in the political context of the 2020 US presidential election. (2) Social network analysis of a sample of 220,336 tweets from 96,820 unique users, posted between 27 October and 2 November 2020 (i.e., one week before the general election day) was conducted. (3) The most active and influential users within the #maga and #trump2020 network, the likelihood of those users being spamming bots, and their tweets’ content were revealed. (4) The study then discussed the hierarchy of Donald Trump and the problematic nature of spamming bot detection, while also providing suggestions for future research. Full article
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12 pages, 258 KiB  
Article
TikTok’s Spiral of Antisemitism
by Gabriel Weimann and Natalie Masri
Journal. Media 2021, 2(4), 697-708; https://doi.org/10.3390/journalmedia2040041 - 18 Nov 2021
Cited by 8 | Viewed by 11099
Abstract
The growing presence of antisemitism on social media platforms has become more prominent in recent years. Yet, while most of the scholarly attention has been focused on leading platforms like Twitter, Facebook, or Instagram, the extremist immigration to other platforms like TikTok went [...] Read more.
The growing presence of antisemitism on social media platforms has become more prominent in recent years. Yet, while most of the scholarly attention has been focused on leading platforms like Twitter, Facebook, or Instagram, the extremist immigration to other platforms like TikTok went unnoticed. TikTok is the fastest-growing application today, attracting a huge audience of 1.2 billion active users, mostly children and teenagers. This report is based on two studies, conducted in 2020 and 2021, applying a systematic content analysis of TikTok videos, comments, and even usernames. Data were collected twice, in two four-month periods, February–May 2020 and February–May 2021, to allow for comparisons of changes and trends over time. Our findings highlighted the alarming presence of extreme antisemitic messages in video clips, songs, comments, texts, pictures, and symbols presented in TikTok’s content. TikTok’s algorithm is even more disconcerting since it leads to a spiral of hate: it pushes users who unintentionally view disturbing content to view more. Considering TikTok’s young demographic, these findings are more than alarming; TikTok even fails to apply its own Terms of Service, which do not allow content “deliberately designed to provoke or antagonize people, or are intended to harass, harm, hurt, scare, distress, embarrass or upset people or include threats of physical violence”. Full article
23 pages, 1737 KiB  
Article
The Ghosts Navalny Met: Russian YouTube-Sphere in Check
by Yulia Belinskaya
Journal. Media 2021, 2(4), 674-696; https://doi.org/10.3390/journalmedia2040040 - 02 Nov 2021
Cited by 3 | Viewed by 3008
Abstract
The disrupted Russian media ecosystem facilitates the flourishing of political blogging on social media; the political communication expands beyond the over-controlled, institutionalised channels of political interaction. This paper maps the activity on YouTube, incorporating media and communication studies to the analysis of a [...] Read more.
The disrupted Russian media ecosystem facilitates the flourishing of political blogging on social media; the political communication expands beyond the over-controlled, institutionalised channels of political interaction. This paper maps the activity on YouTube, incorporating media and communication studies to the analysis of a hybrid political regime to answer the following research question: What representations of Navalny are available in the Russian YouTube-sphere? The analysis of a statistically random sample of 366 videos associated with the keyword “Navalny” works in two phases: image type analysis and narrative analysis. Both phases help to identify the traditional institutionalised political actors in the spillovers of political communication trends in the YouTube-sphere. This work not only enriches and updates the current understanding of the Russian political communication ecosystem, but also helps expand the research on contemporary quasi-democratic political scenarios and the communicative strategies of their legitimisation. Full article
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17 pages, 553 KiB  
Article
Ultimate Fighting Championship (UFC) 229: Orientalism vs. Occidentalism in the Media
by Umer Hussain
Journal. Media 2021, 2(4), 657-673; https://doi.org/10.3390/journalmedia2040039 - 01 Nov 2021
Cited by 2 | Viewed by 3635
Abstract
The Khabib Nurmagomedov versus Conor McGregor Ultimate Fighting Championship (UFC) 229 battle was among the most controversial mixed martial art fights of the past decade. In this study, the author examines how the various popular media outlets from the Eastern and Western world [...] Read more.
The Khabib Nurmagomedov versus Conor McGregor Ultimate Fighting Championship (UFC) 229 battle was among the most controversial mixed martial art fights of the past decade. In this study, the author examines how the various popular media outlets from the Eastern and Western world portrayed Khabib Nurmagomedov after UFC 229. The author used Huntington’s clash of civilization thesis by grounding it in the Orientalism and Occidentalism paradigms to examine the phenomenon. Fairclough’s model for critical discourse analysis was employed to investigate the various Western and Eastern popular press and digital media platforms (i.e., newspapers, blogs, and sporting news websites). The author analyzed 57 (Western n = 38, Eastern n = 19) media reports per the inclusion criteria. The study results unveiled conflicting predispositions present in the Western and Eastern media for Khabib Nurmagomedov. This study contributes to the limited knowledge of how a Muslim man athlete with diverse racial and ethnic backgrounds is portrayed contrarily by some Western and Eastern media outlets. Finally, the author discusses the theoretical implications of the study. Full article
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16 pages, 1744 KiB  
Article
An Affirmative Approach to Teaching Critical Data Studies
by J. J. Sylvia IV
Journal. Media 2021, 2(4), 641-656; https://doi.org/10.3390/journalmedia2040038 - 21 Oct 2021
Viewed by 3099
Abstract
This article proposes an affirmative theoretical framework for teaching students about social media, algorithms, and critical data studies and offers a concrete example of an assignment that can be used to help students better understand how social media sites impact our processes of [...] Read more.
This article proposes an affirmative theoretical framework for teaching students about social media, algorithms, and critical data studies and offers a concrete example of an assignment that can be used to help students better understand how social media sites impact our processes of subjectivation, or how we are created as subjects. This pedagogical approach is situated within larger conversations about how to best approach media literacy, digital literacy, and other emerging 21st century literacies. Drawing upon a pedagogical action research methodology, this article analyzes student projects and reflections to determine how one can actively participate in one’s own processes of subjectivation as they relate to social media, as well as what factors facilitate or limit this ability. I argue that a deeper understanding of how platforms and algorithms function increases one’s ability to intervene in their own processes of subjectivation. Further, I analyze student projects to demonstrate how the assignment helped students better conceptualize the ways that their data were being captured and then used by Facebook. This analysis showed that the inherent for-profit nature of the Facebook platform limits the possibility of intervention ability by design. These results suggest that new approaches to social media platforms, such as those that are non-profit or for the public good, might open further opportunities for more creative interventions. These experimentations at both the level of the user and the platform align well with an affirmative critical theory approach of experimentation and counter-actualization. Full article
(This article belongs to the Special Issue Algorithms and Artificial Intelligence in Journalism and Media)
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16 pages, 324 KiB  
Article
Football Misinformation Matrix: A Comparative Study of 2020 Winter Transfer News in Four European Sports Media Outlets
by José Luis Rojas Torrijos and Matheus Simoes Mello
Journal. Media 2021, 2(4), 625-640; https://doi.org/10.3390/journalmedia2040037 - 20 Oct 2021
Cited by 2 | Viewed by 6359
Abstract
Mainstream sports media generate a football information overload that sometimes makes it difficult to separate rumours from real news. Accordingly, this paper analyses the level of misinformation in the coverage of the 2020 winter football transfer window in four leading European digital sports [...] Read more.
Mainstream sports media generate a football information overload that sometimes makes it difficult to separate rumours from real news. Accordingly, this paper analyses the level of misinformation in the coverage of the 2020 winter football transfer window in four leading European digital sports media outlets: Marca (Spain), A Bola (Portugal), La Gazzetta (Italy) and The Guardian Sport (Britain). The methodology used was based on the content analysis of hundreds of news pieces and tweets posted on these outlets’ football homepages and Twitter handles over a month. To examine to what extent this coverage may have been speculative, misleading or false, the misinformation matrix developed by the fact-checking organisation First Draft News was employed to classify five different types of inaccuracies in sports reporting. A system was also created to determine how many reported rumours finally turned out to be true, which sources were more reliable and what outlets resulted more accurate. The findings reveal that the four digital media published a larger amount of non-factual content about likely football deals rather than sealed transfers. Speculative reporting prevailed in the coverage of the top teams in each league, on which the media outlets placed the accent, whereas reporting about minor clubs was based more on factual news. Full article
20 pages, 5490 KiB  
Article
Sources, Channels and Strategies of Disinformation in the 2020 US Election: Social Networks, Traditional Media and Political Candidates
by Samia Benaissa Pedriza
Journal. Media 2021, 2(4), 605-624; https://doi.org/10.3390/journalmedia2040036 - 16 Oct 2021
Cited by 6 | Viewed by 4439
Abstract
The dissemination of fake news during the conduct of an electoral campaign can significantly distort the process by which voters form their opinion on candidates and decide their vote. Cases of disinformation have been happening since the rise of social networks and the [...] Read more.
The dissemination of fake news during the conduct of an electoral campaign can significantly distort the process by which voters form their opinion on candidates and decide their vote. Cases of disinformation have been happening since the rise of social networks and the last presidential election held in 2020 in the United States was not an exception. The present research aims at analyzing the ways in which political disinformation is generated by different types of sources (social networks users, the media and political candidates) through various channels for communication (social and traditional media). Quantitative and qalitative methods were used to analyze a sample of news published during the election and verified by the most important fact-checking organizations in the United States and Europe. The results indicate that users of social networks spread false information on equal terms with presidential candidates, although the channel preferred to spread misleading messages was social networks in 67.4% of cases. The candidates relied on the use of classic disinformation strategies through traditional media, although the greatest degree of disinformation occurred when conspiratorial hoaxes were circulated through social networks. Full article
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21 pages, 399 KiB  
Article
Jumping the Shark: White Shark Representations in Great White Serial Killer Lives—The Fear and the (Pseudo-)Science
by Iri Cermak
Journal. Media 2021, 2(4), 584-604; https://doi.org/10.3390/journalmedia2040035 - 13 Oct 2021
Cited by 5 | Viewed by 4380
Abstract
Sharks are among the most endangered nonhuman animals on the planet because of industrial fishing, the shark meat and fin trade, expanding recreational fishing, and other anthropogenic causes. White sharks (Carcharodon carcharias), the most visible in popular culture, remain vulnerable (VU, [...] Read more.
Sharks are among the most endangered nonhuman animals on the planet because of industrial fishing, the shark meat and fin trade, expanding recreational fishing, and other anthropogenic causes. White sharks (Carcharodon carcharias), the most visible in popular culture, remain vulnerable (VU, IUCN Red List) and understudied, although population recovery is having a measure of success in regions like the Eastern Pacific and the Northern Atlantic of the United States. As numbers rise, Jaws associations also remain in vogue in programming that emphasizes human–wildlife** conflict such as Shark Week’s Great White Serial Killer Lives. Network marketing typically promotes this content by hyping shark science. Textual analysis, however, suggests that exposure to pseudoscientific narratives and unethical fear-inducing images is counterproductive to wider support for conservation programs and public recognition for sharks’ rights to their habitats. Full article
12 pages, 268 KiB  
Article
Killing the Comments: Why Do News Organizations Remove User Commentary Functions?
by Maria N. Nelson, Thomas B. Ksiazek and Nina Springer
Journal. Media 2021, 2(4), 572-583; https://doi.org/10.3390/journalmedia2040034 - 12 Oct 2021
Cited by 8 | Viewed by 3000
Abstract
User commentary in digital journalism is commonly understood as a form of public user engagement and participation, a stance that reframes news organizations’ role as discussion curators as necessarily consequential. Yet, in recent years many news organizations have limited, or abandoned altogether, their [...] Read more.
User commentary in digital journalism is commonly understood as a form of public user engagement and participation, a stance that reframes news organizations’ role as discussion curators as necessarily consequential. Yet, in recent years many news organizations have limited, or abandoned altogether, their commentary functions. This paper examines statements and policies published by such news organizations. Based on a thematic analysis of 20 comment removal statements, we found that the most common rationale for this shift was an effort to reduce incivility and misinformation among user comments. The statements analyzed also indicate that organizations are moving to outsource commentary to social media platforms. Tapping into normative discourses of (avoiding) uncivil, conspiracy-prone commentary seems to be an acceptable rationale for abandoning infrastructures established for public discussions or to move these to social media; yet, we found no reflection whatsoever about the additional power afforded to social media companies through such a shift. Full article
27 pages, 384 KiB  
Article
Collaborative Journalism from a Latin American Perspective: An Empirical Analysis
by Lucia Mesquita and Mathias-Felipe de-Lima-Santos
Journal. Media 2021, 2(4), 545-571; https://doi.org/10.3390/journalmedia2040033 - 27 Sep 2021
Cited by 11 | Viewed by 3797
Abstract
The practice of collaboration in journalism is not new. The developments in information and communication technologies (ICTs) are understood by many scholars as the critical factor for collaborative journalism to flourish across newsrooms. By working together, practitioners can address the challenges of a [...] Read more.
The practice of collaboration in journalism is not new. The developments in information and communication technologies (ICTs) are understood by many scholars as the critical factor for collaborative journalism to flourish across newsrooms. By working together, practitioners can address the challenges of a profession in crisis as well as the need to produce quality investigative reporting. Much of the academic discussion regarding cooperative efforts in journalism has happened in the US and Europe. This paper aims to shed light on collaborative journalism outside this region, focusing on Latin America. To conduct our study, we looked at the literature concerning collaborative journalism in the Scopus and Scielo databases to build a survey that was shared among Latin American practitioners who worked on collaborative projects in recent years. Our findings show that Latin American news organisations are taking part or forming collaborative efforts to share a set of practices, processes, and motivations. However, their motivations are different from their Western counterparts, as Latin American journalists are looking for ways to fulfil the normative role of journalism in society and occupying spaces left by the mainstream media. By doing so, practitioners focus on topics and communities that are often misrepresented, forgotten, or underreported in the media. Finally, our paper concludes by suggesting a profile of news outlets working on collaborative projects across the region, and we provide some directions for future research. Full article
16 pages, 2559 KiB  
Article
Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media
by Daniel Zomeño and Rocío Blay-Arráez
Journal. Media 2021, 2(4), 529-544; https://doi.org/10.3390/journalmedia2040032 - 22 Sep 2021
Viewed by 2611
Abstract
Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the [...] Read more.
Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brands is being distributed. This qualitative research, using in-depth interviews with a qualified sample of branded content managers from the main Spanish media, allows us to determine the main characteristics of the native advertising demanded by advertisers. The results corroborate observations that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands. It also confirms that both video and social media formats have grown exponentially when it comes to providing an outlet for branded content. Based on the results obtained, a proposed classification of these products, including definitions, has been drawn up so they can be publicised to the professional world, offering the reflection and precision that their rapid development has not allowed until now. Full article
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