Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia

Autores
Rost, Alejandro; Bernardi, María Teresa; Bergero, Fabián
Año de publicación
2024
Idioma
inglés
Tipo de recurso
artículo
Estado
versión aceptada
Descripción
Studies on journalistic work and production on social media typically focus on large media outlets in developed countries. In this article, we shift the lens to a peripheral area of a peripheral country: Argentine Patagonia. Our objective was to analyse journalistic production on Instagram, Facebook, and Twitter in the eight most-followed local and regional news media outlets. We analysed the narratives, the extent to which they apply transmedia journalism, and how they have evolved compared to studies from 2021. We also conducted structured interviews with social media managers to gain insight into their professional practices. We conclude that, 15 years since the creation of the first profiles, promoting website content remains the primary goal of North Patagonian media networks. Since 2021, there have been more frequent updates but less native production, especially on Facebook and Twitter. Despite the shortage of staff and precarious working conditions, some news media outlets have been able to innovate on Instagram, introducing a variety of multimedia formats, a more conversational tone, diverse update rhythms, adapted content, and even specific content that is organised into sections. Information production for the platforms has been integrated into journalistic routines even when public interaction with the audience remains very limited.
Fil: Rost, Alejandro. Universidad Nacional del Comahue. Facultad de Derecho y Ciencias Sociales. Departamento de Comunicación Social; Argentina.
Fil: Rost, Alejandro. Universidad Nacional del Comahue. Instituto Patagónico de Estudios en Humanidades y Ciencias Sociales; Argentina.
Fil: Bernardi, María Teresa. Universidad Nacional del Comahue. Facultad de Derecho y Ciencias Sociales. Departamento de Comunicación Social; Argentina.
Fil: Bergero, Fabián. Universidad Nacional del Comahue. Facultad de Derecho y Ciencias Sociales. Departamento de Comunicación Social; Argentina.
Fuente
Social Sciences. 13
Materia
Social Media
Journalism
Digital Journalism
Transmedia Journalism
Social Networks
Periodismo Digital
Patagonia (Argentina)
Ciencias Sociales
Nivel de accesibilidad
acceso abierto
Condiciones de uso
https://creativecommons.org/licenses/by-nc-sa/2.5/ar/
Repositorio
Repositorio Digital Institucional (UNCo)
Institución
Universidad Nacional del Comahue
OAI Identificador
oai:rdi.uncoma.edu.ar:uncomaid/18133
Acceder
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oai_identifier_str oai:rdi.uncoma.edu.ar:uncomaid/18133
network_acronym_str RDIUNCO
repository_id_str 7108
network_name_str Repositorio Digital Institucional (UNCo)
spelling Evolving Social Media Strategies in Local Journalism: experiences from Argentine PatagoniaRost, AlejandroBernardi, María TeresaBergero, FabiánSocial MediaJournalismDigital JournalismTransmedia JournalismSocial NetworksPeriodismo DigitalPatagonia (Argentina)Ciencias SocialesStudies on journalistic work and production on social media typically focus on large media outlets in developed countries. In this article, we shift the lens to a peripheral area of a peripheral country: Argentine Patagonia. Our objective was to analyse journalistic production on Instagram, Facebook, and Twitter in the eight most-followed local and regional news media outlets. We analysed the narratives, the extent to which they apply transmedia journalism, and how they have evolved compared to studies from 2021. We also conducted structured interviews with social media managers to gain insight into their professional practices. We conclude that, 15 years since the creation of the first profiles, promoting website content remains the primary goal of North Patagonian media networks. Since 2021, there have been more frequent updates but less native production, especially on Facebook and Twitter. Despite the shortage of staff and precarious working conditions, some news media outlets have been able to innovate on Instagram, introducing a variety of multimedia formats, a more conversational tone, diverse update rhythms, adapted content, and even specific content that is organised into sections. Information production for the platforms has been integrated into journalistic routines even when public interaction with the audience remains very limited.Fil: Rost, Alejandro. Universidad Nacional del Comahue. Facultad de Derecho y Ciencias Sociales. Departamento de Comunicación Social; Argentina.Fil: Rost, Alejandro. Universidad Nacional del Comahue. Instituto Patagónico de Estudios en Humanidades y Ciencias Sociales; Argentina.Fil: Bernardi, María Teresa. Universidad Nacional del Comahue. Facultad de Derecho y Ciencias Sociales. Departamento de Comunicación Social; Argentina.Fil: Bergero, Fabián. Universidad Nacional del Comahue. Facultad de Derecho y Ciencias Sociales. Departamento de Comunicación Social; Argentina.MDPI2024-09-02info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionhttp://purl.org/coar/resource_type/c_6501info:ar-repo/semantics/articuloapplication/pdfpp. 1-18application/pdf2076-0760https://rdi.uncoma.edu.ar/handle/uncomaid/18133Social Sciences. 13reponame:Repositorio Digital Institucional (UNCo)instname:Universidad Nacional del Comahueenghttps://doi.org/10.3390/socsci13090461info:eu-repo/semantics/openAccesshttps://creativecommons.org/licenses/by-nc-sa/2.5/ar/2025-10-16T10:05:55Zoai:rdi.uncoma.edu.ar:uncomaid/18133instacron:UNCoInstitucionalhttp://rdi.uncoma.edu.ar/Universidad públicaNo correspondehttp://rdi.uncoma.edu.ar/oaimirtha.mateo@biblioteca.uncoma.edu.ar; adriana.acuna@biblioteca.uncoma.edu.arArgentinaNo correspondeNo correspondeNo correspondeopendoar:71082025-10-16 10:05:55.442Repositorio Digital Institucional (UNCo) - Universidad Nacional del Comahuefalse
dc.title.none.fl_str_mv Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia
title Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia
spellingShingle Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia
Rost, Alejandro
Social Media
Journalism
Digital Journalism
Transmedia Journalism
Social Networks
Periodismo Digital
Patagonia (Argentina)
Ciencias Sociales
title_short Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia
title_full Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia
title_fullStr Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia
title_full_unstemmed Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia
title_sort Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia
dc.creator.none.fl_str_mv Rost, Alejandro
Bernardi, María Teresa
Bergero, Fabián
author Rost, Alejandro
author_facet Rost, Alejandro
Bernardi, María Teresa
Bergero, Fabián
author_role author
author2 Bernardi, María Teresa
Bergero, Fabián
author2_role author
author
dc.subject.none.fl_str_mv Social Media
Journalism
Digital Journalism
Transmedia Journalism
Social Networks
Periodismo Digital
Patagonia (Argentina)
Ciencias Sociales
topic Social Media
Journalism
Digital Journalism
Transmedia Journalism
Social Networks
Periodismo Digital
Patagonia (Argentina)
Ciencias Sociales
dc.description.none.fl_txt_mv Studies on journalistic work and production on social media typically focus on large media outlets in developed countries. In this article, we shift the lens to a peripheral area of a peripheral country: Argentine Patagonia. Our objective was to analyse journalistic production on Instagram, Facebook, and Twitter in the eight most-followed local and regional news media outlets. We analysed the narratives, the extent to which they apply transmedia journalism, and how they have evolved compared to studies from 2021. We also conducted structured interviews with social media managers to gain insight into their professional practices. We conclude that, 15 years since the creation of the first profiles, promoting website content remains the primary goal of North Patagonian media networks. Since 2021, there have been more frequent updates but less native production, especially on Facebook and Twitter. Despite the shortage of staff and precarious working conditions, some news media outlets have been able to innovate on Instagram, introducing a variety of multimedia formats, a more conversational tone, diverse update rhythms, adapted content, and even specific content that is organised into sections. Information production for the platforms has been integrated into journalistic routines even when public interaction with the audience remains very limited.
Fil: Rost, Alejandro. Universidad Nacional del Comahue. Facultad de Derecho y Ciencias Sociales. Departamento de Comunicación Social; Argentina.
Fil: Rost, Alejandro. Universidad Nacional del Comahue. Instituto Patagónico de Estudios en Humanidades y Ciencias Sociales; Argentina.
Fil: Bernardi, María Teresa. Universidad Nacional del Comahue. Facultad de Derecho y Ciencias Sociales. Departamento de Comunicación Social; Argentina.
Fil: Bergero, Fabián. Universidad Nacional del Comahue. Facultad de Derecho y Ciencias Sociales. Departamento de Comunicación Social; Argentina.
description Studies on journalistic work and production on social media typically focus on large media outlets in developed countries. In this article, we shift the lens to a peripheral area of a peripheral country: Argentine Patagonia. Our objective was to analyse journalistic production on Instagram, Facebook, and Twitter in the eight most-followed local and regional news media outlets. We analysed the narratives, the extent to which they apply transmedia journalism, and how they have evolved compared to studies from 2021. We also conducted structured interviews with social media managers to gain insight into their professional practices. We conclude that, 15 years since the creation of the first profiles, promoting website content remains the primary goal of North Patagonian media networks. Since 2021, there have been more frequent updates but less native production, especially on Facebook and Twitter. Despite the shortage of staff and precarious working conditions, some news media outlets have been able to innovate on Instagram, introducing a variety of multimedia formats, a more conversational tone, diverse update rhythms, adapted content, and even specific content that is organised into sections. Information production for the platforms has been integrated into journalistic routines even when public interaction with the audience remains very limited.
publishDate 2024
dc.date.none.fl_str_mv 2024-09-02
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
http://purl.org/coar/resource_type/c_6501
info:ar-repo/semantics/articulo
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv 2076-0760
https://rdi.uncoma.edu.ar/handle/uncomaid/18133
identifier_str_mv 2076-0760
url https://rdi.uncoma.edu.ar/handle/uncomaid/18133
dc.language.none.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://doi.org/10.3390/socsci13090461
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
https://creativecommons.org/licenses/by-nc-sa/2.5/ar/
eu_rights_str_mv openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by-nc-sa/2.5/ar/
dc.format.none.fl_str_mv application/pdf
pp. 1-18
application/pdf
dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv Social Sciences. 13
reponame:Repositorio Digital Institucional (UNCo)
instname:Universidad Nacional del Comahue
reponame_str Repositorio Digital Institucional (UNCo)
collection Repositorio Digital Institucional (UNCo)
instname_str Universidad Nacional del Comahue
repository.name.fl_str_mv Repositorio Digital Institucional (UNCo) - Universidad Nacional del Comahue
repository.mail.fl_str_mv mirtha.mateo@biblioteca.uncoma.edu.ar; adriana.acuna@biblioteca.uncoma.edu.ar
_version_ 1846145878691151872
score 12.712165

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