The Galician newspapers on the online social networks: presence and positioning in the new communicative setting

Abstract

The Galician newspapers prioritized the use of social networks as a distribution channel while they explore other applications in the new communicative scene. This study describes and classifies the activity and contents of the general newspapers of major diffusion in Galicia, together with the most veteran native digital, on three of the social networks with greater penetration in the Community (Facebook, Twitter and Youtube) according to their presencepromotion, the management of the conversation and the creation of contents of general interest. The results draw a media landscape still dominated by the traditional passive and oneway model in which the potential of social networks are limited to the showcase for promotion and the distribution of content.