Review of uses and strategies for scientific communication on YouTube of content generated by scientific institutions
Abstract
The present paper carries out a study about the audiovisual dissemination and social communication uses and strategies on YouTube by a selection of outstanding national and international scientific institutions. The analysis of the quantitative and qualitative characteristics of the videos published on the platform by each of these institutions has allowed us to characterize their profile and dissemination style on YouTube. We have also concluded the influence of the duration of the videos and the variety of the languages in the diffusion rates reached, as well as that of the demographic variety and the communication styles used by these institutions in their satisfaction rates, among other things to consider.
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