Social media communication management in the media sector
Abstract
The production, distribution, and consumption of news have undergone fundamental changes, with social media providing an essential point of access to information. On these digital platforms, visual content has become increasingly important for the media sector. Nowadays, social media are a bridge for obtaining information, particularly on Instagram reels. The objective of this study was to investigate how news organisations make visual information available to the public, in particular the way in which reels are being used on social media. The profiles of three Portuguese national newspapers on the Instagram social network are analysed using a quantitative and qualitative approach. The variation of followers, the differences and similarities in the strategies used to distribute reels and how short videos are included to engage the target audience are analysed over the period. The way in which different journalistic genres are integrated into social media for the distribution of news is also presented, relating it to changes in communication management with the use of reels. The findings of this study suggest that social networks’ influence on journalistic management and practices is changing digital journalism.
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Lopezosa, C., Codina, L., Fernández-Planells, A., & Freixa, P. (2021). Journalistic innovation: How new formats of digital journalism are perceived in the academic literature. Journalism. https://doi.org/10.1177/14648849211033434
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Shin, S. Y. (2022). News media image: A typology of audience perspectives. Journalism & Communication Monographs, 24(2), 80–140. https://doi.org/10.1177/15226379221092019
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Vanegas, R., Lapierre, M. & Espinoza, I. (2020). Estrategias de comunicación en periodismo deportivo en el Ecuador. Revista Venezolana De Gerencia, 25(3), 340-354. https://doi.org/10.37960/rvg.v25i3.33373
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Wang, Y., Liang, W., Huang, H., Zhang, Y., Li, D., & Yu, L.-F. (2021). Toward automatic audio description generation for accessible videos. Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems. https://doi.org/10.1145/3411764.3445347
Webster, J. & Ksiazek, T. (2012). The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital Media. Journal of Communication, 62(1), 39–56.
Xiong, X. (2022). Research on exploding video creation strategy based on visual communication. Highlights in Science, Engineering and Technology, 24, 252–256. https://doi.org/10.54097/hset.v24i.3930
Yurder, Y., & Akdol, B. (2020). Social Media as a Communication Channel. En Business Management and Communication Perspectives in Industry 4.0 (pp. ١١٥–١٣١). IGI Global.
Zhao, C., Wang, G., Li, G., & Ding, L. (2021). A survey upon college students’ consumption behavior on short video platforms. 2021 International Conference on Culture-oriented Science & Technology (ICCST). Beijing, China, 611-616, https://doi.org/10.1109/ICCST53801.2021.00133
Zhou, L. (2023). An Introduction to Data Visualization. Highlights in Science, Engineering and Technology, 31, 60–63. https://doi.org/10.54097/hset.v31i.4813
Apasrawirote, D., Yawised, K., Chatrangsan, M., & Muneesawang, P. (2022). Short-form video content (SVC) engagement and marketing capabilities. Asian journal of business and accounting, 15(2), 221–246. https://doi.org/10.22452/ajba.vol15no2.8
APCT. (2023). APCT 2024: 3rd Asia-pacific computer technologies conference. APCT. http://www.apct.net/
Braun, J. (2019). News Distribution. Oxford Research Encyclopedia of Communication. https://doi.org/10.1093/acrefore/9780190228613.013.846
Chávez, E., Cruz, G., Zirena, P. & De la Gala, B. (2020). Social media influencer: Influencia en la decisión de compra de consumidores millennial, Arequipa, Perú. Revista Venezolana De Gerencia, 25(3), 299-315. https://doi.org/10.37960/rvg.v25i3.33370
Córdova Durán, E., Pezo Cunalata, C., Rivera Medina, J., & Medina Andrade, L. (2020). Modelo social na mídia impressa no Equador. Venezuelan Management Magazine , 25 (3), 316-326. https://doi.org/10.37960/rvg.v25i3.33371
Ekström, M., Lewis, S. C., & Westlund, O. (2020). Epistemologies of digital journalism and the study of misinformation. New Media & Society, 22(2), 205–212.
Erdal, I. J., Øie, K. V., Oppegaard, B., & Westlund, O. (2019). Invisible Locative Media: Key Considerations at the Nexus of Place and Digital Journalism. Media and Communication, 7(1), 166–178.
Eru, O. (2020). Digital Marketing Suggestions for Companies. In Business Management and Communication Perspectives in Industry 4.0 (pp. 93–114). IGI Global.
Ferrucci, P. (2018). Networked: Social media’s impact on news production in digital newsrooms. Newspaper Research Journal, 39(1), 6–17.
Finkler, W. & León B. (2019). The power of storytelling and video: a visual rhetoric for science communication. Journal of Science Communication 18(05). https://doi.org/10.22323/2.18050202
Gurbani, V., Migliosi, A., State, R., Payette, C., Cilli, B. & Engel, T. (2015). A characterization of short-video and distributed hot-spot activity in Instagram. In Proceedings of the Principles, Systems and Applications on IP Telecommunications (IPTComm ‘15). Association for Computing Machinery, New York, USA, 28–34. https://doi.org/10.1145/2843491.2843901
Hemsley, J. & Mason, R. (2012). The Nature of Knowledge in the Social Media Age: Implications for Knowledge Management Models in 45th Hawaii International Conference on System Sciences, Maui, USA, 3928-3937. https://doi.org/10.1109/HICSS.2012.580
Hsiu-Chia, K. & Dian-Han Y. (2019). Understanding Continuance Intention to View Instagram Stories: A Perspective of Uses and Gratifications Theory. In Proceedings of the 2nd International Conference on Control and Computer Vision (ICCCV ‘19). Association for Computing Machinery, New York, NY, USA, 127–132. https://doi.org/10.1145/3341016.3341039.
Jaakkola, M. (2021). Journalistic genre (Culture Coverage). DOCA - Database of Variables for Content Analysis, 1(2). https://doi.org/10.34778/2y
Jacome, I. J. M., De la Hoz Bossio, J. I., Guiliany, J. G., & Pérez, Y. R. (2021). The metrics of the audience: The new journalistic gut. Estudos Em Comunicação, 33. http://ojs.labcom-ifp.ubi.pt/index.php/ec/article/view/846
Jha, A. K., & Verma, N. K. (2023). Social media platforms and user engagement: A multi-platform study on one-way firm sustainability communication. Information Systems Frontiers: A Journal of Research and Innovation. https://doi.org/10.1007/s10796-023-10376-8
Kang, L. (2023). Research on the Influence Mechanism of Vibrating Short Video on Young People’s Consumption Behavior. Highlights in Business, Economics and Management, 3, 1–5. https://doi.org/10.54097/hbem.v3i.4587
Kaplan, A. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
Kostić, S. C., & Šarenac, J. G. (2020). “New Normal” Strategic Communication. En Business Management and Communication Perspectives in Industry 4.0 (pp. ٧١–٩٢). IGI Global.
Kramp, L., & Loosen, W. (2018). The transformation of journalism: From changing newsroom cultures to a new communicative orientation? En Transforming Communications – Studies in Cross-Media Research (pp. ٢٠٥–٢٣٩). Springer International Publishing. https://doi.org/10.1007/978-3-319-65584-0_9
Lischer-Katz, Z. (2022). A methodological framework for studying visual information practices. Library & Information Science Research, 44(4), 101188.
Liu, Y. & Zhang, Z. (2022) News Narration, Local Visibility and Public Life in Chinese Short Videos, JournalismPractice. https://doi.org/10.1080/17512786.2022.2135129
Lopezosa, C., Codina, L., Fernández-Planells, A., & Freixa, P. (2021). Journalistic innovation: How new formats of digital journalism are perceived in the academic literature. Journalism. https://doi.org/10.1177/14648849211033434
Molyneux, L., & Mourão, R. R. (2019). Political Journalists’ Normalization of Twitter: Interaction and new affordances. Journalism Studies, 20(2), 248–266. https://doi.org/10.1080/1461670x.2017.1370978
Nelson, J. (2020). The Enduring Popularity of Legacy Journalism: An Analysis of Online Audience Data. Media and Communication, 8, 40-50.
Newman, N. (2022). How Publishers are Learning to Create and Distribute News on TikTok. Reuters Institute for the Study of Journalism. https://doi.org/10.60625 /risj-gfyx-3v66
Newman, N. (2023). Journalism, media, and technology trends and predictions 2023. Reuters Institute for the Study of Journalism.
Nielsen, R., Cornia, A., & Kalogeropoulos, A. (2016). Challenges and Opportunities for News Media and Journalism in an Increasingly Digital, Mobile, and Social Media Environment. Reuters Institute for the Study of Journalism.
O’Hara, K., Mitchell, A., & Vorbau, A. (2007). Consuming video on mobile devices. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (CHI ‘07). Association for Computing Machinery, New York, USA, 857–866. https://doi.org/10.1145/1240624.1240754
Paulussen, S., & Harder, R. (2014). Social Media References in Newspapers. Journalism Practice, 8, 542 - 551. https://doi.org/10.1080/17512786.2014.894327
Pearce, W., Özkula, S. M., Greene, A. K., Teeling, L., Bansard, J. S., Omena, J. J., & Rabello, E. T. (2020). Visual cross-platform analysis: digital methods to research social media images. Information, Communication and Society, 23(2), 161–180. https://doi.org/10.1080/1369118x.2018.1486871
Salb, S. (2021). #NewsOnTikTok: A content analysis of the use of text elements by legacy news media on TikTok.
Shin, S. Y. (2022). News media image: A typology of audience perspectives. Journalism & Communication Monographs, 24(2), 80–140. https://doi.org/10.1177/15226379221092019
Shutsko, A. (2020). User-Generated Short Video Content in Social Media. A Case Study of TikTok. In G. Meiselwitz (Ed.), Social Computing and Social Media. Participation, User Experience, Consumer Experience, and Applications of Social Computing (pp. 108–125). Springer International Publishing.
Steensen, S., & Westlund, O. (2023). What is Digital Journalism Studies? (1st edition). Routledge.
Strukov, V. (2021). Digital Journalism: Toward a Theory of Journalistic Practice in the Twenty-First Century. In D. Gritsenko, M. Wijermars, & M. Kopotev (Eds.), The Palgrave Handbook of Digital Russia Studies (pp. 155–170). Springer International Publishing.
Swart, J. (2023). Tactics of news literacy: How young people access, evaluate, and engage with news on social media. New Media & Society, 25 (3), 505–521. https://doi.org/10.1177/14614448211011447
Tandoc, E. & Maitra, J. (2018). News organizations’ use of Native Videos on Facebook: Tweaking the journalistic field one algorithm change at a time. New Media & Society, 20(5), 1679–1696.
Tariq, M., Aslam, M. & Safdar, R. (2022). Journalistic Practices in New Information Arena. Journal of Social Sciences Review, 2(4), Article 4.
Van Krieken, K. (2018). Multimedia Storytelling in Journalism: Exploring Narrative Techniques in Snow Fall. Information, 9(5), Article 5.
Vanegas, R., Lapierre, M. & Espinoza, I. (2020). Estrategias de comunicación en periodismo deportivo en el Ecuador. Revista Venezolana De Gerencia, 25(3), 340-354. https://doi.org/10.37960/rvg.v25i3.33373
Wahl-Jorgensen, K., Williams, A., Sambrook, R., Harris, J., Garcia-Blanco, I., Dencik, L., Cushion, S., Carter, C., & Allan, S. (2016). The Future of Journalism. Journalism Studies, 17(7), 801–807.
Wang, W., & Wu, J. (2021). Research perspectives on TikTok & its legacy apps| short video platforms and local community building in China. International Journal of Communication, 15(0), 23. https://ijoc.org/index.php/ijoc/article/view/14545
Wang, Y., Liang, W., Huang, H., Zhang, Y., Li, D., & Yu, L.-F. (2021). Toward automatic audio description generation for accessible videos. Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems. https://doi.org/10.1145/3411764.3445347
Webster, J. & Ksiazek, T. (2012). The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital Media. Journal of Communication, 62(1), 39–56.
Xiong, X. (2022). Research on exploding video creation strategy based on visual communication. Highlights in Science, Engineering and Technology, 24, 252–256. https://doi.org/10.54097/hset.v24i.3930
Yurder, Y., & Akdol, B. (2020). Social Media as a Communication Channel. En Business Management and Communication Perspectives in Industry 4.0 (pp. ١١٥–١٣١). IGI Global.
Zhao, C., Wang, G., Li, G., & Ding, L. (2021). A survey upon college students’ consumption behavior on short video platforms. 2021 International Conference on Culture-oriented Science & Technology (ICCST). Beijing, China, 611-616, https://doi.org/10.1109/ICCST53801.2021.00133
Zhou, L. (2023). An Introduction to Data Visualization. Highlights in Science, Engineering and Technology, 31, 60–63. https://doi.org/10.54097/hset.v31i.4813
Published
2023-12-06
How to Cite
Brigas, J., Gonçalves, F., & Gonçalves, J. (2023). Social media communication management in the media sector. Revista Venezolana De Gerencia, 28(10), 1264-1279. https://doi.org/10.52080/rvgluz.28.e10.24
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Artículos
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