Situation of Spanish newspapers in the Meta universe: a proposal for a strategy in Threads
DOI:
https://doi.org/10.3145/infonomy.24.044Keywords:
Threads, Meta, Digital journalism, Platformisation, Transmedia, Newspapers, Microblogging, Social networks, Social media, Facebook, Instagram, Engagement, Strategies, Models, Audiences, Trends, SpainAbstract
The digital ecosystem has transformed communication from one-way to horizontal, allowing consumers to actively participate in the dissemination and creation of news. Digital platforms, especially social media, have changed society, forcing journalists to adapt to new ways of working. In this context, Meta's Threads platform, launched in Spain in December 2023, seeks to be an alternative to X. In Spain, the main national newspapers have started to use it, but with less frequency and engagement compared to Facebook and Instagram. The newspapers El País and La Vanguardia use Threads' resources, such as Threads and emoticons, but in general, the platform is not perceived as essential for extending the reach of news, so a communication model is proposed that increases the notoriety of the medium and its information and promotes conversation and audience loyalty.References
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Copyright (c) 2024 Nadia Alonso-López, Pavel Sidorenko-Bautista, Aurora Forteza-Martínez
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