The Incorporation of the Spanish Universities’ Press offices to the Digital Environment. A Quantitative Analysis
Keywords:
Institutional communication, press offices, Web 2.0, social networks.
Abstract
The aim of the present study has been to analyze the incorporation of the Spanish universities’ press offices to the Web 2.0, checking if they attend equally to the internal and external users. In order to achieve this, we have focused on specific features presented by their offices and their most frequently used on line communication resources, as well as their incorporation to the social networks and their degree of interaction. The analysis has shown that press offices have undertaken a progressive adaptation to the digital environment; although, the method used by the majority of these offices to disseminate the material remains traditional, i.e. without further modifications. Besides, we have detected than some users get more attention than others.Format
Crossmark
Published
2012-12-08
How to Cite
Paniagua Rojano, F. J., Gómez Calderón, B. J., & Fernández Sande, M. (2012). The Incorporation of the Spanish Universities’ Press offices to the Digital Environment. A Quantitative Analysis. Estudios Sobre El Mensaje Periodístico, 18, 691-701. https://doi.org/10.5209/rev_ESMP.2012.v18.40948
Section
Articles
License
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