General Strike through the Social Media Looking Glass: November 14th Strike Coverage by Spanish Radio Networks Profiles in Facebook.
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. 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. 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. Introduction
• Traditional media
• Not interested in enhacing public participation
• Promotion and content distribution (García
Mirón, 2010: Noguera Vivo, 2010)
5. Top five countries in percentage of SNS’s use among Internet users (Pew
Research Center, 2012)
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. 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. 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. 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. Number of unique visitors (in hundreds of thousands) of SNS’s in Spain
(Comscore, 2012)
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. 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. 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. Findings
H2. Messages about the strike reached a higher
level of interaction than messages about other
issues
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. 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. 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.
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
