The communication strategy developed on Twitter to promote a mockumentary: "Operación Palace"
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The communication strategy developed on Twitter to promote a mockumentary: "Operación Palace"Título(s) alternativo(s)
La construcción de la estrategia comunicativa en Twitter de un falso documental: "Operación Palace"Data
2015Cita bibliográfica
N Quintas-Froufe, A González-Neira, MJ Díaz-González (2015): “The communication strategy developed on Twitter to promote a mockumentary: Operación Palace”. Revista Latina de Comunicación Social, 70, pp. 28 to 48.
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Resumo
[Abstract]: Introduction. This article analyses the strategy developed on Twitter to promote the prime-time premiere in the Spanish TV network La Sexta of the controversial TV programme El especial 23F: Operación Palace on 23 February 2014. Method. The activity of six Twitter accounts that promoted the TV programme was monitored for two weeks: the one prior to the broadcast and the one after. Results. The activity of these accounts was very uneven; the accounts of TV Presenter Évole and the TV programme stood out as the most active. Discussion and conclusions. Although Twitter could be used to establish a dialogue between the programme and its public, the analysis allows us to conclude that, with the exception of Évole’s account, most accounts did not establish this dialogue with their Twitter followers. Moreover, these accounts contributed to the confusion of the audience during the promotion of the mockumentary.
Palabras chave
Social audience
Twitter
Mockumentary
Social networks
Television
Audience
Mockumentary
Social networks
Television
Audience
Versión do editor
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© Universidad de La Laguna
ISSN
1138-5820