Losada Díaz, José Carlos

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Losada Díaz, José Carlos

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Losada Díaz, José Carlos

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Universidad de Murcia. Departamento de Comunicación

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Open Access
Comunicación gubernamental y emociones en la crisis del Covid-19 en España
(Historia de los Sistemas Informativos, 2020-10-30) Losada Díaz, José Carlos; Rodríguez Fernández, Leticia; Paniagua Rojano, Francisco Javier; Información y Documentación
Introducción. Se analiza el impacto de la información sobre el COVID-19 en la población española para identificar los efectos y las emociones relacionadas con los canales y fuentes de consumo informativo durante la primera fase de la pandemia, que coincidió con los primeros días del estado de alarma. Metodología. Se realizó una encuesta administrada a través de Internet (n=1823.) que se distribuyó durante la segunda y la tercera semana de confinamiento (del 23 de marzo al 8 de abril de 2020) a toda la población mayor de edad residente en España y con acceso a internet. Resultados. Entre los resultados obtenidos destacan que, las noticias sobre la pandemia generaban en ese periodo diferentes emociones negativas -Tristeza, Ansiedad, Miedo, Confianza e Ira-, que variaban en función del canal de consumo informativo. Entre los temas que más interés tuvieron para los encuestados destacan los datos sobre la evolución de la pandemia, las medidas de protección y las formas de contagio; mientras que las fuentes más creíbles fueron las organizaciones y las autoridades oficiales, el personal sanitario y los medios de comunicación. Se aprueba la gestión de comunicación de crisis realizada por el Gobierno, que obtiene una nota media de 7,5 durante esta primera fase de la crisis. Se demuestra una circulación amplia de noticias falsas y de desinformación. Conclusión. Se demuestra la importancia de las emociones -en especial, las negativas- en las percepciones de la población en contextos de crisis como la del Covid-19 en España. En concreto, el Apoyo Emocional es el segundo mensaje oficial mejor valorado y, la Empatía, la característica más destacada de la información recibida. Se aprecia positivamente la capacidad del Gobierno por “entender” y “ponerse en lugar de la ciudadanía” por delante de cualquier otro aspecto. -------------
Open Access
Evaluación de la estrategia de contenido de las universidades en las redes sociales
(Oxbridge Publishing House, 2023-03-01) Capriotti, Paul; Losada Díaz, José Carlos; Martínez Gras, Rodolfo; Información y Documentación
Institutional communication is becoming a strategic instrument for universities, since it facilitates the relationships with their various publics and allows positioning of the institutional brand, which will contribute to building a distinctive reputation. The types of content disseminated by universities via their social media accounts will contribute decisively to these objectives, since the way in which the different topics are communicated may influence the publics´ perceptions of these higher education institutions. This research analyses the different types of content disseminated by universities (in Europe, the United States and Latin America) via their accounts on social networks (Twitter, Facebook, and LinkedIn), to assess the main content topics that define the universities´ communicative positioning. A content analysis of the publications by universities on their social networks was carried out, representing an appropriate method to recognize the main themes and topics of their communication strategy. The results reveal two main thematic blocks of content: functional (teaching, research and social commitment topics) and institutional (organizational and contextual topics). Institutional publications are the most relevant block of content, far above the functional posts. In terms of specific topics, the organizational ones are the most common, well above publications on teaching or research, while contextual and social commitment content is used marginally. Most universities, in all regions and on all social networks, follow a dominant strategy of institutional content. So, the higher education institutions are mainly using social networks as a strategic tool for institutional positioning, more than informing about their daily activity.Â
Open Access
La comunicación institucional de las universidades en redes sociales: estudio de la actividad y del engagement durante la crisis del COVID-19
(Universidad de Málaga, 2024-06-29) Losada Díaz, José Carlos; Capriotti, Paul; Pérez Escolar, Marta; Información y Documentación
Las redes sociales son una herramienta decisiva para proporcionar información útil en situaciones de crisis. Desde la pandemia de la COVID-19, las universidades utilizaron sus cuentas oficiales, en las diferentes plataformas sociales, para mantener informados a sus públicos estratégicos. El objetivo principal de este trabajo es examinar el nivel de actividad y de engagement que han generado los contenidos publicados por las universidades, en sus cuentas oficiales de Facebook y Twitter, sobre los temas vinculados con el coronavirus tras la irrupción de la pandemia de la COVID-19 en marzo de 2020. Para ello, se ha desarrollado un análisis de contenido del perfil institucional de n=70 universidades de referencia internacional (en Europa, USA y Latinoamérica), durante el año 2021, para medir el nivel de interacción que han generado dichos mensajes relacionados con la pandemia y compararlos con aquellos que no están relacionados con el virus. Los principales resultados obtenidos permiten concluir que no existen diferencias significativas entre las publicaciones relacionadas con la COVID-19 con aquellas que no tienen relación con el virus, en cuanto a los niveles de actividad y de engagement. ---------
Open Access
El discurso del odio en Instagram durante las Elecciones Generales 2019 en España
(Universidad de Alicante, 2021-07-01) Losada Díaz, José Carlos; Zamora Medina, Rocío; Martínez Martínez, Helena; Información y Documentación
This work analyses the presence and management of “hate speech” on Instagram within the political debate. The aim was to classify, quantify and analyse different forms of hate expression on this social network platform, based on a study of comments to the official Instagram accounts of the main candidates and political parties standing in the Spanish General Election in April 2019. The research included a quantitative methodology based on content analysis of a sample of 423 comments received on both candidates’ and political parties’ Instagram profiles. The results show the low incidence of hate speech on this social network (3.8% of the total) with interesting differences with regard to its objective - higher among candidates than in political parties – and nuanced by ideological reasons. Moreover, a minimal management of hate speech comments was observed by candidates and political parties.
Open Access
Nuevos escenarios para la conversación política: el uso de WhatsApp por parte de los partidos durante la campaña electoral de abril de 2019 en España
(Universidad de La Sabana, Colombia, 2021-03-23) Zamora Medina, Rocío; Losada Díaz, José Carlos; Información y Documentación
The democratization of technology has allowed citizens and political parties to find new avenues for dialogue and social debate. Actually, political leaders “have begun to govern with their mobiles.” Among the multiple options for dialogue, instant messaging applications, such as WhatsApp, have grown firm as a standard tool for parties’ and candidates’ communication strategies. Nonetheless, there is no theoretical approach from academic research that helps to understand this phenomenon. Consequently, this research attempts to scientifically analyze how political parties in Spain employed these tools during the campaign for the general elections in April 2019. Building on previous studies related to the use of this microblogging in electoral contexts in Brazil, India, or Nigeria, this pioneering empirical study focuses on the first “WhatsApp election” in Spain due to its role as a leading social network with over 25 million users. This research’s core lies in the qualitative analysis of all the content created on WhatsApp by the five major political parties (Partido Socialista Obrero Español, Partido Popular, Vox, Ciudadanos, and Unidas Podemos) that participated in these elections. This empirical and comparative research addresses specific categories, such as activity level, content type, links to other social media, the primary purpose of the content, fake and harmful content, and interaction level. Results showed a different use of this tool by Spanish political parties, with traditional parties showing the highest level of activity. Furthermore, although audiovisual content was a frequent resource, the Spanish campaign was not marked by an aggressive dissemination of false content. ----------
Open Access
Analysing the influence of Universities’ content strategy on the level of engagement on social media
(Universidad de Navarra, 2024-01-09) Carretón Ballester, Carmen; Capriott, Paul; Losada Díaz, José Carlos; Información y Documentación
Social media have become a key tool in the institutional communication of universities to disseminate content and establish interaction and dialogue with their publics. Content strategy in social networks is a relevant aspect to inform their audiences about their daily activities and position universities in the digital sphere. This article studies the influence of the different types of content posted by universities on their social networks on the level of engagement of their publics. We conducted a content analysis of more than 90,000 posts by 70 universities in three regions (Europe, the United States and Latin America) on their institutional profiles on three social networks (Twitter, Facebook and LinkedIn). The results show that the level of engagement achieved by the universities’ posts is very low. Universities clearly prioritize institutional content over functional content, and organizational topics are the most published on social networks. Institutional content achieves a higher level of engagement than functional content, and posts on organizational topics have the best level of engagement. Our study might refute the hypothesis that “functional content will generate a higher level of engagement than institutional content on social networks.” Thus, it can be concluded that the combination of content on social networks suggests that universities mainly use social networks to develop an institutional positioning strategy on social media.
Open Access
A taxonomy design for mobile applications in the Spanish political communication context
(Oxbridge Publishing House, 2020-06-15) Zamora Medina, Rocío; Losada Díaz, José Carlos; Vázquez Sande, Pablo; Información y Documentación
The new mobile ecosystem that now defines the so-called mobile society and the mobile culture is already a key territory for contemporary political communication. Within this culture, mobile applications have become a common ground for the meeting between organisations and citizens interested in participating in political matters through the direct experience that these platforms allow. Despite this development, it is difficult to find a complete and reliable taxonomy of apps in the academic or professional literature that analyses how these relationships impact the field of political communication. This study tries to address this gap, introducing the first systematic taxonomy of political communication apps in Spain based on the development of a self-produced taxonomical model that gathers in detail all the variables required to understand the nature of these applications that are available for any smartphone. This rigorous taxonomy comprises political communication applications available at the main app stores (about 316 found in Play Store and App Store). Specifically, the methodological classification was elaborated based on the following categories: promoter agent, app objective, level of interaction, level of autonomy and predominant tone. A very complete picture was obtained from the empirical analysis, which defines and explains the landscape of political communication applications for mobile devices in Spain.