Monologues in the conversational era: Assessing the level of dialogic communication that big firms are reaching on social media

• Cristina Aced-Toledano ^[1] ; Ferran Lalueza ^[1]
  1. [1] Universitat Oberta de Catalunya

     Universitat Oberta de Catalunya

     Barcelona, España

     
• Localización: El profesional de la información, ISSN-e 1699-2407, ISSN 1386-6710, Vol. 27, Nº 6, 2018 (Ejemplar dedicado a: Información política y redes sociales (II)), págs. 1270-1280
• Idioma: inglés
• DOI: 10.3145/epi.2018.nov.10
• Títulos paralelos:
  • Monólogos en la era de la conversación: Evaluando el nivel de comunicación dialógica de las grandes empresas en los medios sociales
• Enlaces
  • Texto completo
• Dialnet Métricas: 10 Citas
• Resumen
  • español

    Las compañías del Ibex 35 y del Fortune 500 aún no están utilizando plenamente el potencial dialógico de las redes sociales. El porcentaje de empresas con un nivel bajo de comunicación dialógica excede el porcentaje de empresas con un nivel alto en ambos grupos, según este estudio que evalúa, de una forma integrada, el nivel de comunicación dialógica alcanzado por las empresas con sus audiencias externas en blogs, Facebook y Twitter. En base al modelo de Kent & Taylor (1998), se ha creado una herramienta conceptual dialógica, que se ha perfeccionado y aplicado a toda la muestra de estudio. La herramienta analiza 73 variables en tres dimensiones: presencia, contenido e interactividad. Se ha aplicado una triangulación metodológica para llevar a cabo la investigación: etnografía virtual, análisis crítico del discurso (CDA) y entrevistas con expertos.

  • English

    Ibex 35 and Fortune 500 companies are still not fully utilizing the dialogic potential of social media. The percentage of companies with a low level of dialogic communication exceeds the percentage of companies with a high level in both groups, according to this study which assesses the level of dialogic communication developed by firms with their external audiences on blogs, Facebook and Twitter in an integrated way. Based on Kent & Taylor’s (1998) framework, a dialogic conceptual tool has been created, refined and applied to all the sample. The tool analyzes 73 variables on three dimensions: Presence, Content and Interactivity. Inter-method triangulation has been applied to carry out the research: virtual ethnography, critical discourse analysis (CDA) and interviews with experts.

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