Análisis del uso de estrategias para la difusión de contenidos en las plataformas web (Fan Page, Twitter, Página web) del diario “La Prensa” periodo Octubre 2019 – Marzo 2020

ABSTRACT: This study aims to analyze and verify the strategies used by Riobamba's newspaper "La Prensa" for content dissemination on its digital platforms (Facebook, Twitter, and official website). The study was conducted in three parts: • Identify strategies used in the newspaper's content management manual during the study period. • Analyze the strategies and back up each one's characteristics with bibliographical references. Evaluate the use of social media and website strategy publications.This study is based on the structuralism theory because it studies human action in communication processes within disciplines that describe social structures. Umberto Eco and Shannon, and Weaver's communication models were used to supporting communication processes on the internet. The characteristics of web content evaluation by Gloria Gomez were taken as a reference to construct the database for strategy analysis. The database describes the characteristics of the strategies disclosed in the newspaper's content management manual. It was compared to strategies currently used in publications in the digital platforms during the study period. Expert interviews were conducted to learn about the management of digital communication strategies within various types of media. The results indicate that the strategies are not correctly applied since there is no followup to the manual. Statistical analysis was used to corroborate the results, which indicates the compliance percentage in the publications. Finally, a digital platform strategy manual was proposed based on author recommendations and expert interviews.

• المؤلف الرئيسي: Solórzano Guerrero, Annabell Margarita (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2021
• الموضوعات: Estrategias; plataformas digitales; distribución de contenidos; comunicación digital
• الوصول للمادة أونلاين: http://dspace.unach.edu.ec/handle/51000/7461