Engagement as an emerging value on the television channel Al JazeeraComparative analysis of AJA and AJE (2016-2020)

  1. Berta García-Orosa
  2. Mohsen Alafranji 1
  1. 1 Universidade de Santiago de Compostela
    info

    Universidade de Santiago de Compostela

    Santiago de Compostela, España

    ROR https://ror.org/030eybx10

Revista:
Comunicación y sociedad = Communication & Society

ISSN: 2386-7876

Año de publicación: 2021

Volumen: 34

Número: 4

Páginas: 1-16

Tipo: Artículo

DOI: 10.15581/003.34.4.1-16 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Comunicación y sociedad = Communication & Society

Resumen

El objetivo fundamental es el análisis comparativo de las estrategias de engagement en los canales de AlJazeera en árabe y en inglés. Se utiliza la triangulación metodológica a través de la revisión bibliográfica, el análisis de contenido, las entrevistas en profundidad y la observación no participante. Se estudian las políticas llevadas a cabo con dos puntos de inflexión: uno en 2016 con la conformación de la estrategia de engagement y otro en 2018 con la reestructuración de los equipos. El engagement deja de ser solo una estrategia de marketing para convertir a la audiencia en un actor fundamental de la producción de contenido. La plataformización y la búsqueda de una estrategia integral e internacional surgen como retos para los próximos años.

Información de financiación

This article was prepared within the framework of the project “Cibermedios nativos digitales en España: formatos narrativos y estrategia móvil” (Digital native cybermedia in Spain: narrative formats and mobile strategies) (RTI2018-093346-B-C33), of the Ministry of Science, Innovation and Universities, co-financed by the European Regional Development Fund (ERDF).

Financiadores

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