Integración y uso de las herramientas 2.0. En las rutinas periodísticas de la ciberprensa vasca

Abstract

The Web 2.0 has led to major changes in the traditional media and journalistic landscape in that it introduces a horizontal character, and a participation on a level never experienced before. Social networks have forged a revolution, especially in the case of the press, thanks to their ability to engender loyalty in individuals, especially young people, and to improve the image of traditional brands. The media’s position in the 2.0 world has also had an impact on the demands placed on those responsible for creating daily journalistic content and the types of work they carry out (multi-skilling). Given the changes described and the need to further their exploration, this submission provides a complementary perspective to traditional studies on journalism 2.0, which focus on the major traditional media. Based on the premise that Web 2.0 offers new opportunities for hyperlocal or regional media to reach out to their readers and create a community, this study will focus on the assimilation of the 2.0 communicative experience by the local press of the Autonomous Community of the Basque Country. Although the submission provides a case study limited to a particular geographical area, this research can contribute to a better understanding of the strategies that this type of regional media applies in the field of “social conversation,” given their limits in terms of economic and human resources. More specifically, the submission analyzes the presence and activity of the principle Basque general- information dailies on the leading social networks (Facebook and Twitter). The results highlight the motivations these media have to be present on both networks, their management and the difficulties that result, as well as the subjects preferred by each media and their users as they interact in the networks in question.