La polémica de la capital cultural europea a través de la “conversación” mediática

Abstract

In a scenario marked by globalization and the effectsit brings, the media undergoes a paradigm shift, looking to reconfigure their media space. The media, fromits origins, it stands as an important tool to establishwhat is reality in a society mediated by the media. Theadvent of the Internet increases and complicates thesocial mediation because not only multiply but alsomedia players and the self-communication. The controversy surrounding the choice of European Cultural Capital Donostia, in competition withfive other Spanish cities, has generated wide coverage in traditional media and new social media selfcommunication. The objective of this research is tostudy the “conversation” online media and reputation of the six cities (Burgos, Córdoba, DonostiaSan Sebastian, Las Palmas, Segovia and Zaragoza)candidates for the 2016 cultural capital in the context of the dispute opted for the choice Sebastian. For this analysis uses an original methodological model of the research group “New Media” at the Schoolof Communication at the Santiago de CompostelaUnivera called Nostracker. The object is to find outwhat treatment and had the winning city impact andthe impact on the so-called “conversation” media. It isexamining these results in light of a major traditionaltheories of communication, setting the agenda, whichdetermines that the subjects or objects that stand outas relevant media are, similarly, public opinion concerning .