Estudios sobre el Mensaje Periodístico
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description: Estudios sobre el Mensaje Periodístico (Studies about the journalistic message) (ISSN 1134-1629, e-ISSN 1988-2696) is a scientific journal published quarterly. Its primary goal is to promote research on the expressive forms and social functions of journalism and communication. Articles are published in Spanish, but submissions in widely spoken languages such as English, French, and Portuguese are also accepted. EMP has three traditional sections: "Studies" (which appears only in thematic issues dedicated to particularly significant topics), "Research and Documents" (dedicated to works that align with the journal’s objectives), and "Reviews" (featuring critiques of works related to journalism or communication). The journal also publishes texts solicited by the Editorial Board from renowned authors (in the "EMP Essays" section), as well as interviews with key figures in journalism and communication academia (in the "EMP Dialogues" section).
publisher: Ediciones Complutense
language: en
publication name: Estudios sobre el Mensaje Periodístico
issn: 1134-1629
copyright: In order to support the global exchange of knowledge, the journal Estudios sobre el Mensaje Periodístico is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
items: United or fragmented? Journalists’ organisations as a response to anti-press violence in Mexico
items: Analysis of the implementation of Augmented Reality as an interactive tool in American print media
items: Identitary Frames and Political Discourse about Immigration in the Spanish Press during the April 2019 General Elections
items: Fashion Films like a new model of branded content. Study of Inside Chanel (2012-2019)
items: Infographics in 360-degree video reports? The integration of information visualization in spherical environments
items: Television Contests as a Programming Strategy in Spain (1990-2010): Transformation and Formats
items: Spanish sports newspapers. Comparative analysis of the main news from the front page in the newspapers "Marca", "As", "Mundo Deportivo" y "Sport"
items: Analysis of the destination image of Barcelona in the written press of South Korea
items: Scoop hunters in the digital world
items: Critical reception of Hong Kong action films in USA (1985-1997): strategies of artistic legitimation
items: Influences and advice of theatrical consumption. A study about the effect of the theatre critics and other instances of evaluation in the habits of theatre attendance
items: Silvio Waisbord y Adriana Amado proponen un «cambio de modelo periodístico» que permita «construir públicos»
items: The postmodern paradox: freedom of expression and moral panic
items: Female irruption and digital narratives alternative in alternative sports journalism: the case of ecuavóley
items: The impact of statistical applications on sports journalism: comparative study between algorithmic and human evaluations in elite football
items: Work precarity and gender in Argentine journalism: A double crisis for female journalists
items: Zayani, M. y Khalil, J. F. (2024). The Digital Double Bind: Change and Stasis in the Middle East. Oxford University Press
items: Political and emotional polarization in Spain: an exploratory systematic review
items: Economic and identity populism on digital platforms. Milei and Abascal on TikTok
items: Indicators for transparency in the planning and implementation of state advertising campaigns
items: Emotional Truth: Visual Narratives and Strategic Affectivity of the Far Right on TikTok during the European political dynamics
items: Informational Profiles and Incidental Consumption Pathways: A model to analyze the relationship of young people with the news
items: Youth and political trust in the European Parliament: the potential of social media communication
items: Incivility on Facebook during 8M: comments on posts by five Spanish-language media outlets
items: Depoliticization, Body, and Subordination: Media Narratives on Sheinbaum and Gálvez during the Presidential Campaigns
items: From “Fucking Panza Mileurista to Millionaire”: Work, Discipline, and Success in the Manosphere
items: English From Message to Vibe: TikTok and Hybrid Political Communication in the 2024 UK Election
items: ‘We’ve got them dancing, lads’: Culture wars and self-promotion on Vito Quiles’s España Combativa tour
items: Mapping AI uses and perceptions in fact-checking organisations in Mediterranean Europe
items: An overview of the organizational model and structure of local radio in Catalonia

United or fragmented? Journalists’ organisations as a response to anti-press violence in Mexico
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description: Due to the existing conditions of violence and insecurity in Mexico, the practice of journalism is a high risk activity. As an outcome of the increasing diversity of attacks, some news workers have found that the collective action through journalists’ associations is a way to improve their working conditions. Therefore, the aim of this article is to analyse reporters’ perceptions of those groups. In doing so, the study draws on a set of 93 semi-structured interviews with reporters located in the 23 most dangerous states of the country. The findings suggest that there is a favourable opinion regarding the associations, but their structure and operation also raise questions amongst the interviewees. Nonetheless, several journalists also criticise those groups’ performance and limited results.
subject: Articles
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creator: Rubén Arnoldo González
creator: Elba Díaz-Cerveró
creator: Daniel Barredo Ibáñez
rights: Copyright (c) 2022 Estudios sobre el Mensaje Periodístico
date: 2022-05-11
publication date: 2022-05-11
starting page: 305
ending page: 315
doi: 10.5209/esmp.78672

Analysis of the implementation of Augmented Reality as an interactive tool in American print media
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description: This study analyses the way in which two print media in the American continent use Augmented Reality as an interactive tool. The use of Augmented Reality in printed journalism could increase the interactivity of users with newspapers, while attracting new audiences, to awaken their interest in the print press and thus expand their audience and market share. Five copies of Burnaby NOW (Canada) and Kids News (Argentina) are analyzed. It is concluded that the analyzed specimens add to the process of renewal and reinvention of the media ecosystem, motivated by technological transformations -from the infrastructural point of view- and cultural and social -from the superstructural viewpoint-, which not only disrupts the pillars of the profession, but also the stability and survival of the journalistic companies to which those media belong.
subject: Studies
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creator: Wellington Remigio Villota Oyarvide
creator: Miguel Ernesto Gómez Masjuán
creator: Eloy López Meneses
rights: Copyright (c) 2021 Estudios sobre el Mensaje Periodístico
date: 2021-04-20
publication date: 2021-04-20
starting page: 709
ending page: 716
doi: 10.5209/esmp.71216

Identitary Frames and Political Discourse about Immigration in the Spanish Press during the April 2019 General Elections
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description: This work studies political discourses on immigration from a sample of eight national and regional Spanish newspapers during the month previous to the general elections celebrated on April 28, 2019. The aim is to analyse the discourses stated by different political actors, paying special attention to the main framings in which media and its sources focus their messages. In order to study the content of the selected pieces, identity framings have been used to label the analysis units depending on their proactive, reactive or neutral vision of immigration. According to this analysis discourses on the matter seem to have favoured more reactive positions, especially in centre-right parties, probably derived from the greater presence in media of the party Vox, as this issue has become their rallying cry. By comparing national and regional newspapers there seems to be some nuances which tend to fit with their editorial lines, rather than their scope of dissemination.
subject: Monográfico
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creator: Cayetano Fernández Romero
creator: Antonio Prieto-Andrés
creator: Enrique Uldemolins Julve
rights: Copyright (c) 2021 Estudios sobre el Mensaje Periodístico
date: 2021-01-20
publication date: 2021-01-20
starting page: 123
ending page: 132
doi: 10.5209/esmp.70898

Fashion Films like a new model of branded content. Study of Inside Chanel (2012-2019)
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description: Luxury fashion sector has reinvented its ways of communication. Compared to the traditional advertising models of specialized magazines, brands tries to attract consumers with ingenious formulas because they demand greater participation. To make a proper branded content, brands have developed a format that manages to cover the values that a brand wishes to transmit and the involvement of users through storytelling. Thus, as if it were a movie, fashion films are a very suitable tool for the advertising field in such a competitive industry. To do this, an analysis of Inside Chanel (2012-2019), the serie of 25 fashion films of the French brand, is carried out. Through a study of this brand and the own advertising format, it is intended to demonstrate the potential of one of the most innovative and effective formula to communicate luxury fashion in the 21st century.
subject: Research and Documents
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creator: Laura Gómez Briceño
creator: Valeriano Durán Manso
rights: Copyright (c) 2021 Estudios sobre el Mensaje Periodístico
date: 2021-09-29
publication date: 2021-09-29
starting page: 1111
ending page: 1123
doi: 10.5209/esmp.70453

Infographics in 360-degree video reports? The integration of information visualization in spherical environments
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description: This article explores how news media integrate infographics in 360-degree video reports. For that purpose, a case analysis of four reports is provided: Fukushima, vidas contaminadas (El País), The Atomic Bombing of Hiroshima (The New York Times), History 360° – Hamburg (ZDF) y From Waste to Taste (Al Jazeera). Through a content analysis, it is studied their main formal features, options for user interactivity and the graphic elements within the infographics. The results show that there are disparate forms on integrating infographics in 360º video reports, as well as they can fulfill disparate functions within the narrative. However, it is also noted the absence of interactive navigation, regardless of the 360º view. In sum, the “immersive infographic” is in an early stage of development in which its potential has not been entirely exploited yet.
subject: Studies
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creator: Sara Pérez-Seijo
creator: Ángel Vizoso
rights: Copyright (c) 2021 Estudios sobre el Mensaje Periodístico
date: 2021-04-20
publication date: 2021-04-20
starting page: 607
ending page: 622
doi: 10.5209/esmp.70547

Television Contests as a Programming Strategy in Spain (1990-2010): Transformation and Formats
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description: The 1990s represented a turning point in Spanish television. The arrival of the private channels brought about the break-up of the monopoly that had represented public television and the beginning of competition between the public and private generalist channels. In this interest in attracting viewers and advertising investment, entertainment will be a key factor, materializing in the production of competitive formats. Using a qualitative methodology of content analysis, we will analyse the behaviour of competitive programmes from 1990 to 2010 and see how their presence is not only continuous in the programming grids, but also that the genre is adapted according to the needs of the programming and the audiences.
subject: Monográfico
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creator: Julio Moreno-Díaz
creator: Elena MEDINA Medina-de la Viña
rights: Copyright (c) 2020 Estudios sobre el Mensaje Periodístico
date: 2020-04-04
publication date: 2020-04-04
starting page: 679
ending page: 691
doi: 10.5209/esmp.67740

Spanish sports newspapers. Comparative analysis of the main news from the front page in the newspapers "Marca", "As", "Mundo Deportivo" y "Sport"
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description: In Spain, sports newspapers have a great diffusion; even one of these newspapers, Marca, is the most read in Spain, above El País and El Mundo. In this research, a comparative analysis is carried out, through a content analysis applied on an intentional sample, of the main news that appear in the front pages of the newspapers Marca, As, Mundo Deportivo and Sport. The results invite us to think that football is the sport with a greater number of covres, without presence of women and no presence of arbitrary controversy. We also conclude that Real Madrid is the focus of attention in Marca and As while Barcelona is in Sport and Sport. We also conclude that there are significant differences in the journalistic gender of the news according to the months and that there is some homogeneity in the lexicon used. Finally, we conclude certain thematic and photographic similarities between Marca-As and Mundo Deportivo-Sport.
subject: Articles
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creator: Francisco Javier Herrero Gutiérrez
rights: Copyright (c)
date: 2018-11-05
publication date: 2018-11-05
starting page: 1353
ending page: 1365
doi: 10.5209/ESMP.62221

Analysis of the destination image of Barcelona in the written press of South Korea
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description: Over the last years the Korean tourism has been introduced in Europe. In seven years, the number of Korean tourists visiting Spain has been multiplied fifteen times and Barcelona is usually a regular destination. In this article we analyze the image perceived in South Korea. To do so, this article analyzes the Anholt-GfK city brand index. The present study also analyzes the written press in South Korea with the purpose of finding out what images of Barcelona the Koreans share through this channel. Therefore, a content analysis has been carried out for five years (2013-2017) of the three most important newspapers in South Korea. The results show how most of the news published on culture and sports show a positive tone while those of politics have a mostly negative tone.
subject: Articles
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creator: Sin Gyu Kang
creator: Silvia Espinosa Mirabet
rights: Copyright (c) 2020 Estudios sobre el Mensaje Periodístico
date: 2020-05-13
publication date: 2020-05-13
starting page: 1019
ending page: 1031
doi: 10.5209/esmp.65236

Scoop hunters in the digital world
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description: Specialized journalists in getting exclusive news or scoops in newspapers represent the last frontier of the profession that resists the influence of social networks. This statement is expressed by five journalists from the largest Spanish newspapers who were interviewed during an ethnographic study about how they have worked several scoops published in 2012. In these focused and semistructured interviews, these reporters value the exclusive information as the most valuable content of their newspapers. Nevertheless, they express critiques about the usefulness of the social networks in their profession, they are reluctant to use them, they contradict the criterion of their own publishing companies and even they are in favor of keeping the scoops away from digital environment, option that media develop today.
subject: Research and Documents
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creator: Marcos Lamelas López
rights: Copyright (c)
date: 2018-04-17
publication date: 2018-04-17
starting page: 661
ending page: 678
doi: 10.5209/ESMP.59972

Critical reception of Hong Kong action films in USA (1985-1997): strategies of artistic legitimation
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description: . During the 1990s, Hong Kong action films attracted the attention of a number of American critics. But they faced several challenges that made difficult their interpretation and evaluation, since the films came from a foreign cinematography, were linked to a popular genre and exhibited features hard to assess using the criteria commonly used by Western film criticism. The critics were forced to pursue discursive strategies that would allow them to value a series of films that they found laudable, even fascinating, but were easily dismissed according to the usual parameters of Western film criticism. The present work tries to illuminate how this process of negotiation took place, exposing the type of strategies used and criteria proposed for the valuation of a popular cinema from another cultural space.
subject: Research and Documents
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creator: Víctor Aertsen
rights: Copyright (c)
date: 2018-04-17
publication date: 2018-04-17
starting page: 429
ending page: 445
doi: 10.5209/ESMP.59959

Influences and advice of theatrical consumption. A study about the effect of the theatre critics and other instances of evaluation in the habits of theatre attendance
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description: This article analyses the influence that different criticism stages of proceedings exert in the habits of theatre attendance. The study is based on the survey carried out specifically for this research in which 210 people, who attended a theatrical representation, were interviewed in three different theatres in the city of Valencia. The study has revealed the mouth to mouth importance in the decision of attending the theatre and its stronger influence on the audiences who less frequently go to theatrical representations. The results obtained have also made clear the existence of a narrow relation between the advice effect of the theatre critics and the patterns of attendance to the theatre, just like its bigger influence between theatres with commercial orientation and those which are addressed to the broad audiences.
subject: Research and Documents
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creator: María Teresa Logroño Tormo
rights: Copyright (c)
date: 2016-05-06
publication date: 2016-05-06
starting page: 391
ending page: 410
doi: 10.5209/rev_ESMP.2016.v22.n1.52602

Silvio Waisbord y Adriana Amado proponen un «cambio de modelo periodístico» que permita «construir públicos»
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description: La conversación conecta Madrid, Valencia y Washington. En Estados Unidos se encuentra Silvio Waisbord, profesor en George Washington University. En otro espacio de la pantalla, desde Madrid, la profesora Adriana Amado (Universidad Camilo José Cela) también atiende la propuesta de Estudios sobre el Mensaje Periodístico. El diálogo se entabla a través de una plataforma online y va también de plataformas. Aunque el punto de partida es la comunicación política —y conceptos como «medios de comunicación», «periodismo» u «opinión pública»—, enseguida se habla de plataformas, de nuevas mediaciones en el ecosistema digital, de modelos alternativos de comunicación. «La academia está enamorada de Twitter», asegura la profesora Amado, que pide no confundir la opinión pública con una red concreta. A su juicio, estamos viviendo «tiempos fascinantes» que deberían animar a la academia a mirar con curiosidad el nuevo modelo, y no solo a señalar desviaciones respecto al antiguo. «Lamentablemente fuimos víctimas de nuestros sesgos académicos», anota el profesor Waisbord. Por eso él también propone huir de «sesgos epistemológicos, de accesibilidad o de cultura académica» para superar modelos que sirvieron, pero que ahora muestran limitaciones. El modelo «hiperracionalista», por ejemplo, no deja ver bien el peso de las emociones en la comunicación moderna. Y el modelo estrictamente informativo del periodismo impide diseñar otro modelo «socialmente comunicativo» que ayude a «construir públicos».
subject: Diálogos EMP
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creator: Eva Campos-Domínguez
creator: Guillermo López-García
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-07-22
publication date: 2026-07-22
starting page: 763
ending page: 771
doi: 10.5209/esmp.109985

The postmodern paradox: freedom of expression and moral panic
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description: This essay argues that the restriction of freedom of expression in the name of protection against hate, polarization, or violence reflects a climate of moral panic that weakens democracy. The text first recalls that the defence of freedom of expression does not belong to any specific ideology, but rather forms part of an anti-authoritarian tradition aimed at limiting power. Second, it analyses how dominant identity-based approaches have contributed to delegitimizing this freedom through the gradual expansion (or concept creep) of notions such as harm, violence, and safety, as well as through a reductionist understanding of social conflict. Third, it critically examines the two main arguments used to justify new restrictions: that certain discourses cause violence and that limiting expression is a necessary evil to protect democracy. In response, the essay maintains that it is not possible to limit freedom of expression without eroding democracy, and that appeals to vague concepts such as “hate” essentially function as a social alarm mechanism that generates fear, discourages public criticism, and ultimately weakens democratic oversight of power—thereby increasing citizens’ vulnerability rather than protecting them.
subject: Ensayos EMP
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creator: Núria Almiron
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-07-22
publication date: 2026-07-22
starting page: 743
ending page: 761
doi: 10.5209/esmp.109921

Female irruption and digital narratives alternative in alternative sports journalism: the case of ecuavóley
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description: In the Ecuadorian context, ecuavóley is a popular sports practice with a strong territorial presence, but historically excluded from traditional media. Its female version, in particular, has been doubly invisible: because of its condition as a non-institutionalized sport and because it is reproduced in a masculinized media field. This article takes as its object of study a sample of 40 videos selected from more than 1,539 audiovisual content available on YouTube about ecuavóley, all with female participation, published between 2022 and 2024 on three specialized channels. The objective is to analyze how specialized digital narratives configure alternative forms of media representation of sport, with emphasis on the visibility of women. Based on a qualitative methodology, which combines content analysis and critical discourse analysis, and with technical support from artificial intelligence tools for the organization of the corpus, six categories were defined: visibility of female athletes, narrative language, visual resources, audience interaction, contextualization of the event and audiovisual production. The results show a tension between the growing presence of women in these spaces and the persistence of gender stereotypes in discourses. However, emerging practices of alternative sports journalism are also identified, characterized by self-management, community narrative and the resignification of popular sport from the digital margins.
subject: Articles
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creator: Cristián Londoño-Proaño
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 477
ending page: 486
doi: 10.5209/esmp.103697

The impact of statistical applications on sports journalism: comparative study between algorithmic and human evaluations in elite football
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description: This study compares journalistic and algorithmic evaluations of elite football players’ performance in a context of growing influence of platforms such as Sofascore and Flashscore. Using a cross-sectional observational design, a purposive sample of 60 players across 10 high-profile matches (2024–2025 season) was analyzed. For each player, ratings were collected from both algorithms and two European media outlets, selected from a total of 13 (7 traditional and 6 digital native). Descriptive and inferential analyses were applied to examine central tendencies and dispersion, convergence between systems, the impact of match outcome, variation by player position and role, divergences by media type and country, patterns by specific outlet, and paradigmatic qualitative cases. Results show that media assign significantly lower ratings (mean 6.76; p < 0.001) and with greater variability (CV = 26.4 %) compared to algorithms (Sofascore: 7.53, CV = 11.8 %; Flashscore: 7.33, CV = 12.4 %). The correlation between algorithms is very high (r = 0.858) and higher than between media and algorithms (r ≈ 0.72). All systems display statistically significant sensitivity to match outcome (p ≤ 0.01), but the magnitude of bias is markedly greater in media (-2.01 points between win and loss) than in algorithms (-0.75/-0.96). Convergence is significantly stronger for standout players (d > 0.90). No significant differences were found by position or media type. Exploratory analyses suggest that each outlet’s editorial culture is more decisive than its country or media type. It is concluded that both systems are epistemologically complementary, and their integration—not substitution—enriches sports performance evaluation.
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creator: Rubén J. García-Fernández
creator: Alberto Quian
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 453
ending page: 475
doi: 10.5209/esmp.103702

Work precarity and gender in Argentine journalism: A double crisis for female journalists
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description: The present study examines the perception of work precarity and compares gender dynamics in this regard, drawing insights from a survey of journalists in Argentina. The analysis of the 672 response questionnaires indicates a gender disparity, particularly for women, in terms of job instability, as they are more likely to hold temporary and part-time positions. Furthermore, a discrepancy has been observed in their capacity to influence work organization, as they frequently occupy lower-level positions and prioritize family well-being. Motherhood and the care of dependent beings are significant impediments to women's professional development, as they are often compelled to postpone projects or modify their working conditions. However, this is not the only factor to be considered. A significant number of participants have articulated sentiments of underestimation, largely attributable to their gender. The prevailing sentiment among both genders is that male journalists are the beneficiaries of a greater range of opportunities, enhanced prospects for professional advancement, and more favorable working conditions. The sexism that still exists in the sector is also seen as a key constraint, as many women feel undervalued in their workplaces simply for being women, regardless of whether they have children or not. This study makes a significant contribution to a more comprehensive understanding of the gender gap in journalism on a global scale. In this context, the regulation of work-life balance and the implementation of gender quotas are ongoing processes in most regions worldwide.
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creator: Carme Ferré-Pavia
creator: Jerónimo Biderman
creator: Laura Fanals Gubau
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 415
ending page: 427
doi: 10.5209/esmp.103789

Zayani, M. y Khalil, J. F. (2024). The Digital Double Bind: Change and Stasis in the Middle East. Oxford University Press
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subject: Reviews
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creator: João Carlos Sousa
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 495
ending page: 497
doi: 10.5209/esmp.105717

Political and emotional polarization in Spain: an exploratory systematic review
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description: Political polarization has become one of the most extensively studied phenomena in contemporary Spain, particularly following the intensification of public debate over the past decade. This article presents a systematic exploratory review (scoping review) of academic literature published between 2020 and 2025, with the aim of mapping the main thematic lines, theoretical frameworks, methodological approaches, and analytical trends in the study of polarization in Spain, as well as identifying research gaps.The analysis of 25 articles shows that Spanish scholarship conceptualizes polarization as a multifaceted phenomenon, with particular emphasis on its affective and ideological dimensions. The reviewed literature assigns a relevant role to political, media, and digital actors in shaping confrontational dynamics, highlighting social media platforms—especially X—as environments that may facilitate the amplification of polarizing discourse. The so-called “culture wars” around identity-related issues emerge as recurrent axes of analysis. The studies examined tend to interpret polarization as having significant implications for the quality of public debate and institutional functioning, while paying comparatively limited attention to potential functional or ambivalent effects. Overall, the literature privileges diagnostic approaches over comparative, longitudinal, or intervention-oriented research. This article provides an updated systematic map of the field, contributing to clarifying the current state of knowledge and outlining avenues for future research.
subject: Monográfico
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creator: Javier Durá Martínez de la Peña
creator: Alexandre López-Borrull
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 357
ending page: 369
doi: 10.5209/esmp.105980

Economic and identity populism on digital platforms. Milei and Abascal on TikTok
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description: In a context where social media and digital platforms have come key spaces for ideological expression and civic mobilization, TikTok emerges as a central space for the dissemination of political discourses that are polarizing, emotionally charged and aesthetically crafted for virality. This study examines the communicative strategies of two leaders commonly regarded as populists Javier Milei (Argentina) and Santiago Abascal (Spain) on TikTok, with the aim of analyzing how the employ this platform in discursive and rhetorical terms and how their engagement operates. The research adopts a mixed-methods approach with an explanatory sequential design, combining quantitative techniques (descriptive and inferential statistics) and qualitative analysis. The period under review spans 43 months (February 2022-October 2025). All videos published by Milei were analyzed, while in Abascal´s case a systematic probabilistic sampling was applied to cover the entire period. The final sample consisted of 194 videos. Both leaders use TikTok to construct populist leadership through emotional and aesthetic narratives tailored to the logic of virality, although they diverge in thematic focus. Milei emphasizes an economic populism with a disruptive and aggressive tone, whereas Abascal reinforces a nationalist identity with an epic and institutional aesthetic. Both exploit rhetorical and visual resources that intensify affective polarization (the use of “us versus them”), which generates the highest levels of interaction. Consequently, TikTok functions more as a space for emotional adhesion than for democratic deliberation, prompting a critical perspective on the platform’s role as a technopolitical space.
subject: Monográfico
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creator: Ramiro Díaz-Maroto Oro
creator: David García-Marín
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 251
ending page: 267
doi: 10.5209/esmp.106095

Indicators for transparency in the planning and implementation of state advertising campaigns
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description: This study analyzes the extent to which indicators that allow monitoring the configuration of the planning and implementation of institutional advertising campaigns by the General State Administration are published, to guarantee transparency, in accordance with Law 29/2005 on Institutional Advertising and Communication. Thus, the study examines which indicators must be taken into account to be in line with the requirements of European Media Freedom Act and the Democracy Action Plan. To this end, the plans and reports of the Commission on Institutional Advertising and Communication published during 2015-2024 are analyzed. In relation to the planning of the campaigns, information is published on their distribution, with consistency observed in the objectives, the targeted recipient, and the area of coverage. However, the media plan does not achieve the level of transparency it should, as it does not provide information on the campaigns and budgets allocated to specific media outlets. The ex-post evaluation is in no way representative, nor does it provide performance indicators, thus their efficiency and effectiveness cannot be ascertained. The lack of disclosure in these aspects requires adaptations to comply with the transparency that allows appreciation of the pluralism, proportionality and non-discrimination established in Regulation (EU) 2024/1083 and the Democracy Action Plan.
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creator: Guadalupe Aguado-Guadalupe
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 441
ending page: 452
doi: 10.5209/esmp.106192

Emotional Truth: Visual Narratives and Strategic Affectivity of the Far Right on TikTok during the European political dynamics
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description: This article analyzes how European far-right leaders used TikTok during the 2024 European Parliament election campaign to construct emotional truths through visual, narrative, and affective resources. Drawing on a sample of 472 videos posted by 27 far-right party leaders in 19 countries, it applies a mixed methodology of quantitative and qualitative content analysis, organized into three blocks: ideological contextualization, profile characterization, and systematic examination of the audiovisual content. The results show that TikTok has become a strategic space for articulating narratives that carefully combine negative emotions (fear, danger, disgust) with positive ones (pride, hope, enjoyment, empathy), shaping a hybrid aesthetics that alternates between denunciation of the present and the promise of renewal. The most frequent topics focus on campaign events, calls to vote, criticism of the political system, and immigration, while explicit references to young people are scarce and are instead replaced by implicit strategies of connection based on visual style, informal language, and identity codes. The analysis of normalized engagement reveals that content associated with personal enjoyment, vulnerability, hope, and the defence of traditional values achieves higher proportional interaction than that grounded in intense negativity or pride. The study concludes that TikTok operates as a privileged device for the dissemination of emotional truths, understood as narrative constructions that are plausible due to their affective resonance rather than their factual basis, reinforcing the mobilizing capacity of the far right among young audiences.
subject: Monográfico
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creator: Noelia García-Estévez
creator: Manuel Jesús Cartes-Barroso
creator: Sandra Méndez-Muros
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 343
ending page: 355
doi: 10.5209/esmp.106205

Informational Profiles and Incidental Consumption Pathways: A model to analyze the relationship of young people with the news
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description: In the context of news consumption on social media, incidental exposure has been identified as one of the predominant practices for encountering news, especially among young people. Despite the exploration of its characteristics in existing studies, there is a need to understand its development in greater depth and to examine the differences that emerge according to audiences' news reports. This research proposes a model that links news profiles of young people aged 18 to 24 living in the Metropolitan Region of Chile with the type of pathway of incidental consumption. The model is based on a mixed-methods approach, which included 40 interviews and 385 surveys. Incidental consumption refers to the activities that people engage in when they come across news in this way. The results of the study indicate that the consumption habits of young people regarding news can be classified into three distinct profiles. The following categories are proposed for consideration: "social media news users", "minimalists" and "digital traditionalists". Moreover, three potential courses of action have been identified in the aftermath of incidental encounters: the scrolling of content due to a lack of interest or to avoid news updates; the partial review of content by reading headlines or descriptions; and the development of four intentional search strategies. These findings offer a more profound comprehension of informational practices that have the potential to inform new research directions and be of use to industry decision-makers seeking to enhance their engagement with their audiences.
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creator: Rocío Gómez Astudillo
creator: Cristóbal Benavides Almarza
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 401
ending page: 414
doi: 10.5209/esmp.106226

Youth and political trust in the European Parliament: the potential of social media communication
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description: The crisis of political trust among young citizens in the institutions of the European Union is one of the main challenges that must be addressed in order to guarantee the future legitimacy of the EU project. This research aims to find solutions to this problem through communication on social media and has two objectives: to analyze the influence of sociodemographic variables on young citizens' political trust in the European Parliament and to identify the types of communication on the European Parliament's social media that they perceive as having the greatest potential to improve political trust in the institution. The study adopts a quantitative methodological approach. Data collection includes N=470 questionnaires completed by young citizens aged 18 to 26 living in Germany, France, Italy, Spain, and Poland. The data analysis is carried out using statistical procedures such as descriptive analyses, a binary logistic regression model, an analysis of the model's B regression coefficients, an ordinal regression, a Kruskal-Wallis test, and a Dunn post-hoc test with Bonferroni correction. The results indicate that the influential sociodemographic variables are socioeconomic status, employment status, and educational level. In addition, it is observed that the types of social media communications with the greatest perceived potential are those that involve bidirectionality. These findings are useful for designing communication strategies on the European Parliament's social media aimed at improving its trust among European youth, both in terms of audience and content.
subject: Monográfico
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creator: Andrea Moreno-Cabanillas
creator: Álvaro Serna-Ortega
creator: Ana Almansa-Martínez
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 283
ending page: 296
doi: 10.5209/esmp.106605

Incivility on Facebook during 8M: comments on posts by five Spanish-language media outlets
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description: The present study analyzes the incivility present in Facebook user comments made on the posts of five Spanish-speaking media outlets with the highest digital reputation – El País (Spain), El Mundo (Spain), El Comercio (Peru), ABC (Spain), and La Nación (Argentina) – during the coverage of International Women's Day (8M) between 2021 and 2025. Based on a mixed content analysis applied to 550 comments/responses selected by volume of interaction (110 textual contents for each medium), the research classifies the levels and types of uncivil behavior according to typologies by Rosenberg (2018) and Bentivegna and Rega (2024). The results obtained show that verbal hostility is widespread across all studied media outlets, with a predominance of high and moderate incivility, characterized by vulgar language, identity-based name-calling/disqualification, sarcasm, and mutual reinforcement among users. Likewise, aggressive interaction was manifested towards both figures mentioned in the news and other users, with discriminatory expressions frequently directed at women, sexual minorities, or ideological groups. The study, therefore, confirms patterns described in previous literature, including the defensive effect, polarization, the impunity fostered by anonymity, and the degradation of debate in contexts of political discussion. Finally, the need to extend the analysis to other platforms and explore the role of non-textual interactions in the construction of the digital deliberative climate is raised
subject: Monográfico
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creator: Rafael Alexis Robles Olivos
creator: Daniel Jácobo Morales
creator: Javier Ernesto García Wong Kit
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 269
ending page: 281
doi: 10.5209/esmp.106885

Depoliticization, Body, and Subordination: Media Narratives on Sheinbaum and Gálvez during the Presidential Campaigns
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description: In Mexico’s 2024 presidential election, Claudia Sheinbaum and Xóchitl Gálvez concentrated the electoral contest within a context of institutional advances in gender parity. This article aimed to identify how news coverage constructed discursive representations around (a) body and attire, (b) personality attributes, (c) narratives of depoliticization through trivialization and dehumanization, and (d) co-responsibility or subordination in relation to other figures, primarily male. Methodologically, the study employed a qualitative discourse analysis inspired by van Dijk and Fairclough. The corpus consisted of N = 196 statements broadcast in news programs between March 1 and May 29, 2024: N = 134 drawn from the Instituto Nacional Electoral (INE) monitoring of the most-watched radio and television news programs at the local, regional, and national levels; and N = 62 extracted from five native YouTube news programs selected based on engagement and editorial orientation. The material was systematized in NVivo and inductively coded, resulting in a system of four categories and twelve emergent subcategories. The findings reveal the persistence of mechanisms of symbolic violence, such as body shaming and aesthetic judgment, suspicion of artificiality, contradictory demands of communion and agency (double bind), infantilization, and ridicule, as well as frames of tutelage, obedience, and hierarchical control that suppress political agency. It is concluded that, despite the unprecedented scenario of competition between women, news discourses continued to reproduce gender stereotypes with delegitimizing effects on the political leadership of Sheinbaum and Gálvez
subject: Monográfico
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creator: Edrei Álvarez-Monsiváis
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 239
ending page: 250
doi: 10.5209/esmp.106948

From “Fucking Panza Mileurista to Millionaire”: Work, Discipline, and Success in the Manosphere
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description: In contemporary contexts, work is often presented not only as a means of subsistence but also as a life project that demands total dedication, continuous improvement, and personal sacrifice. This study analyses how this ethic of effort is constructed and legitimised through Instagram videos posted by content creator Amadeo Llados from January to May 2024. Using critical discourse analysis as a methodological tool, the research examines the strategies Llados employs to promote an individualistic vision of success, in which personal achievement is portrayed as the exclusive result of willpower, discipline, and an appropriate mindset. A central dimension of these discourses is the training of the body as both a metaphor and a vehicle for personal success, in which physical practice serves as a symbol of control, perseverance, and merit. The body thus emerges as a form of capital in itself: shaped, managed, and optimised according to logics of efficiency and self-improvement. Within this framework, work is construed as a moral identity, while failure is presented as an individual responsibility. The study situates these contents within the digital ecosystem of the manosphere, a space in which models of masculinity associated with control, productivity, and self-sufficiency are reinforced. It is argued that these videos contribute to the normalisation of forms of self-exploitation while simultaneously obscuring the structural dimensions of inequality and labour precariousness. The research also addresses how work and the body are re-signified on digital platforms such as Instagram and how these platforms operate as devices that legitimise neoliberal logics.
subject: Monográfico
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creator: Lucía Márquez Martínez
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 315
ending page: 326
doi: 10.5209/esmp.107038

English From Message to Vibe: TikTok and Hybrid Political Communication in the 2024 UK Election
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description: The 2024 UK general election has been widely described as the country’s first “TikTok election”, reflecting the platform’s growing role in political campaigning, particularly among younger audiences. This article examines how Labour and the Conservative Party adapted political communication to TikTok’s platform affordances through the use of popular culture, pop culture, and digital vernaculars. Empirically, the article draws on a content analysis of 175 videos posted by both parties between 30 May and 4 July 2024. Analytically, it conceptualises these practices through the lens of cultural vernacularisation and affective orientation, focusing on the hybridisation of symbolic (message-first) and pre-symbolic (vibe-first) communication. The findings show that while both campaigns relied on cultural mediation, Labour more consistently employed humour-driven, transgressive, vibe-oriented formats, whereas Conservative content more often combined cultural framing with explicit claims, warnings, and evaluative judgements. The article argues that TikTok campaigning does not signal the erosion of political meaning, but its reconfiguration through hybrid communicative architectures in which affective orientation and symbolic articulation operate together. More broadly, the study highlights how platform-native campaigning reshapes the conditions under which political communication reaches electorates who are increasingly disengaged from traditional political channels, such as young voters
subject: Monográfico
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creator: Sara García Santamaría
creator: Susan Grantham
creator: Kai Grant
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 297
ending page: 313
doi: 10.5209/esmp.107103

‘We’ve got them dancing, lads’: Culture wars and self-promotion on Vito Quiles’s España Combativa tour
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description: This study examines the España Combativa tour organised by the reactionary activist Vito Quiles at several Spanish universities between October and November 2025. Specifically, it analyses Quiles as a key political influencer within the digital media ecosystem of the Spanish right, given his capacity to generate controversy and antagonism on social media through culture wars. The method used in the research was Grounded Theory, a qualitative approach applied to a study corpus composed of content published across all of Quiles’s social media profiles, podcasts featuring interviews with Quiles, and other content published on social media and in digital news media. The tour is characterised in this paper as a series of pseudo-events operating on two levels: (a) as a self-promotional strategy by Quiles in his capacity as a political agitator and reference point among right-wing youth, generating value for his personal brand before aligned political parties, think tanks and lobbies; and (b) as a propagandistic tactic of public conflict performance centred on exacerbating the perception of antagonism between blocs and producing political polarisation, as it enables the construction of an epic narrative of conflict between ‘decent people’ and the enemies of Spain (Sánchez, the coalition government, the left, and public universities) on social media. The paper advances knowledge on the digital pseudo-event and its use by political influencers for self-promotional and propagandistic purposes.
subject: Monográfico
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creator: Lucía Caro-Castaño
creator: Daniel Barredo Ibáñez
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 327
ending page: 340
doi: 10.5209/esmp.107105

Mapping AI uses and perceptions in fact-checking organisations in Mediterranean Europe
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description: This study maps the uses and perceptions of AI among fact-checking organisations accredited by Duke Reporters' Lab, the International Fact-Checking Network, and the European Digital Media Observatory in France, Italy, Spain, Portugal, and Greece. These countries were selected as they are among the most populous territories in the Mediterranean European region and host the majority of fact-checking entities. A qualitative approach is used based on 20 semi-structured in-depth interviews with representatives from each organisation. The interviews were conducted between May and July 2024. The findings reveal that AI tools are primarily employed during the gathering, monitoring, and detection phase, where they help increase speed and expand the scope of disinformation tracking. There is also a growing use of Large Language Models (LLMs) as tools for compiling information and conducting preliminary searches. Generally, organisations interviewed report feeling adequately prepared to use AI, largely due to the accessibility and intuitive design of current tools. Nevertheless, factors such as lack of funding and job precarity, as well as staff composition, affect their implementation, with only seven organisations (36.8%) having developed proprietary tools. Although AI is viewed as a valuable resource for automating repetitive tasks such as transcription, translation, and monitoring, it also raises concerns. Organisations warn that AI could contribute to more sophisticated disinformation and even foster a Liar’s Dividend effect, undermining public trust and the credibility of fact-checkers themselves.
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creator: Roger Cuartielles
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 371
ending page: 383
doi: 10.5209/esmp.107138

An overview of the organizational model and structure of local radio in Catalonia
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description: This research examines the organizational structure and human resources of local radio in Catalonia, including public, private, and community stations, in the context of technological transformation and digitalization of the sector. The main objective is to describe the internal organization of these stations, analyze the evolution of their staff over the last fifteen years, and determine the profile of the people in charge, paying special attention to the gender gap. To this end, a questionnaire was designed for managers of 227 Catalan radio stations, obtaining 155 valid responses (68.3 %). The questionnaire collected information on general data, hired and volunteer staff, programming, financing, organization, and future challenges. The results show that half of the stations have between one and four employees, while 27.1 % have no staff. Only 20.6 % have five or more employees. Volunteering plays a fundamental role: 86.5% of stations have at least five volunteers and 42.6 % have more than twenty, with this dependence being especially high in community stations. 68.4% of stations have not increased their staff in the last fifteen years, especially in public and community stations. Regarding management, 64.5̴ % of managers are men, and women, although better trained, occupy only 32.9 % of management positions, with greater inequality in private and community stations. The study concludes that Catalan local radio stations operate with very limited human resources and a heavy dependence on volunteers, which poses challenges of sustainability and professionalization, in addition to a persistent gender gap in management.
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creator: Elaine Aparecida Lopes-da Silva
creator: Cristina Martorell-Castellano
creator: Carolina Serra-Folch
rights: Copyright (c) 2026 Estudios sobre el Mensaje Periodístico
date: 2026-05-08
publication date: 2026-05-08
starting page: 429
ending page: 440
doi: 10.5209/esmp.107194