Social participation in the media: The dialogue of digital journalists with audiences

La participación social en los medios de comunicación: El diálogo de los periodistas digitales con las audiencias

  • Simón Peña-Fernández University of the Basque Country
  • Jesús Ángel Pérez-Dasilva University of the Basque Country
  • Koldobika Meso-Ayerdi University of the Basque Country
  • Ainara Larrondo-Ureta University of the Basque Country
Keywords: digital journalism, participation, interaction, audiences, social media.

Abstract

The emergence of social media altered the relation between journalism and the public in digital media and bequeathed the relationship a more active and collaborative role. As such, the general objective of this research is to characterise the dialogue between digital journalists and their audiences through social media and to describe how they perceive the consequences of this relationship. To this end, a survey was conducted with 73 digital journalists. The results display an ambivalent attitude on the part of the professionals regarding the use of social media as a tool for dialogue with their audiences. On one hand, they believe that using them is a priority need to maintain a fluid relationship with readers, although they mainly lean toward a majority one-way and limited use of them and believe that media managers have mainly perceived participation as a channel to garner audience loyalty and increase audiences.

 

Resumen

La aparición de las redes sociales alteró la relación entre el periodismo y el público en los medios digitales y le dio un papel más activo y colaborativo. Por ello, el objetivo general de esta investigación es caracterizar el diálogo entre los periodistas digitales y su público a través de las redes sociales y describir cómo perciben las consecuencias de esta relación. Para ello, se ha realizado una encuesta a 73 periodistas digitales. Los resultados muestran una actitud ambivalente por parte de los profesionales respecto al uso de las redes sociales como herramienta de diálogo con sus audiencias. Por un lado, consideran que su uso es una necesidad prioritaria para mantener una relación fluida con los lectores, aunque se inclinan mayoritariamente por un uso unidireccional y limitado de las mismas y creen que los responsables de los medios han percibido principalmente la participación como un canal para fidelizar y aumentar las audiencias.

Palabras clave: periodismo digital; participación; interacción; audiencias; redes sociales.

 

DOI: https://doi.org/10.31637/epsir.21-1.2

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Published
2021-07-30
How to Cite
Peña-Fernández, S., Pérez-Dasilva, J. Ángel, Meso-Ayerdi, K., & Larrondo-Ureta, A. (2021). Social participation in the media: The dialogue of digital journalists with audiences. European Public & Social Innovation Review, 6(1), 16-28. Retrieved from https://pub.sinnergiak.org/esir/article/view/146
Section
Research articles