Media Strategies on Digital Platforms: Coverage of Drug Trafficking on X (formerly Twitter) by 24 Horas TVN and Radio Cooperativa

Abstract

In this study, we examine the media strategies of 24 Horas TVN and Radio Cooperativa for covering drug trafficking on X (formerly Twitter) during the period from January 2022 to January 2023. This analysis is conducted within a media environment where digital platforms have transformed the communication industry and redefined how media outlets produce and distribute content. In this context, X emerges as a key methodological tool to illustrate how media outlets construct narratives, prioritize public agendas, and engage with their audiences.

To carry out this research, we employed a mixed-methods approach, combining quantitative and qualitative analyses. First, we calculated publication frequency, hashtag usage, and audience interaction through likes, retweets, and comments. This allowed us to process large datasets using Python and generate visualizations with pandas and matplotlib. Subsequently, we conducted a qualitative analysis to explore not only the distinct media strategies but also the narratives and discursive strategies of both outlets, analyzing their communication styles and approaches.

The results revealed significant differences. Radio Cooperativa implemented a regional media strategy, with a higher number of publications and the use of specific hashtags, generating greater interaction and engagement with its audience. Conversely, 24 Horas TVN presented an institutional and centralized media strategy, characterized by fewer publications and the use of general hashtags, leading to lower levels of audience participation.