Predictores de Interacción Online y Medios Públicos: quiénes comentan y comparten el contenido de TVE en Redes Sociales
Resumen
Dado el papel de las redes sociales en la configuración del debate público y que, para un creciente número de ciudadanos, son hoy la principal puerta de entrada a la información, resulta vital comprender cuál es el alcance e impacto de los medios públicos en estos ecosistemas. A partir de una encuesta representativa de la población española adulta (N = 1.717), este trabajo explora el perfil de quienes comentan y comparten los contenidos online de TVE y cuáles son los principales predictores de este comportamiento. A nivel descriptivo, los resultados muestran una baja exposición de los ciudadanos a los contenidos de TVE en redes sociales y una escasa interacción. El 69.4 % de la muestra declaró que nunca o casi nunca ha compartido contenido de TVE en redes sociales y el 71 % que nunca o casi nunca los ha comentado. Los hallazgos de una regresión lineal permiten establecer que el consumo de noticias online está positivamente asociado al ‘engagement’, mientras que las percepciones de influencia política sobre los contenidos lo están negativamente. Frente a la caída del consumo lineal, es deber de los medios públicos buscar nuevas vías de contacto con sus audiencias. Los resultados obtenidos reafirman la necesidad de profundizar esta búsqueda e implementar estrategias para generar conversación con la ciudadanía. Su éxito depende tanto de recursos tecnológicos y el atractivo de los contenidos como también de la capacidad de los medios de servicio público para sostener sus valores tradicionales, particularmente, su independencia.
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