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

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...

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Autores principales: Rost, Alejandro, Bernardi, María Teresa, Bergero, Fabián
Formato: Articulo article acceptedVersion
Lenguaje:Inglés
Publicado: MDPI 2024
Materias:
Social Media
Journalism
Digital Journalism
Transmedia Journalism
Social Networks
Periodismo Digital
Patagonia (Argentina)
Ciencias Sociales
Acceso en línea:https://rdi.uncoma.edu.ar/handle/uncomaid/18133
Aporte de:
Repositorio Institucional UNCo de Universidad Nacional del Comahue
id I22-R178-uncomaid-18133
record_format dspace
spelling I22-R178-uncomaid-181332024-10-24T12:27:48Z Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia Rost, Alejandro Bernardi, María Teresa Bergero, Fabián Social Media Journalism Digital Journalism Transmedia Journalism Social Networks Periodismo Digital Patagonia (Argentina) Ciencias Sociales 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. 2024-09-02 2024-09-12T14:47:33Z 2024-09-12T14:47:33Z Articulo article acceptedVersion 2076-0760 https://rdi.uncoma.edu.ar/handle/uncomaid/18133 eng https://doi.org/10.3390/socsci13090461 Atribución-NoComercial-CompartirIgual 2.5 Argentina https://creativecommons.org/licenses/by-nc-sa/2.5/ar/ application/pdf pp. 1-18 application/pdf MDPI Social Sciences. 13
institution Universidad Nacional del Comahue
institution_str I-22
repository_str R-178
collection Repositorio Institucional UNCo
language Inglés
topic Social Media
Journalism
Digital Journalism
Transmedia Journalism
Social Networks
Periodismo Digital
Patagonia (Argentina)
Ciencias Sociales
spellingShingle Social Media
Journalism
Digital Journalism
Transmedia Journalism
Social Networks
Periodismo Digital
Patagonia (Argentina)
Ciencias Sociales
Rost, Alejandro
Bernardi, María Teresa
Bergero, Fabián
Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia
topic_facet Social Media
Journalism
Digital Journalism
Transmedia Journalism
Social Networks
Periodismo Digital
Patagonia (Argentina)
Ciencias Sociales
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.
format Articulo
article
acceptedVersion
author Rost, Alejandro
Bernardi, María Teresa
Bergero, Fabián
author_facet Rost, Alejandro
Bernardi, María Teresa
Bergero, Fabián
author_sort Rost, Alejandro
title Evolving Social Media Strategies in Local Journalism: experiences from Argentine Patagonia
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
publisher MDPI
publishDate 2024
url https://rdi.uncoma.edu.ar/handle/uncomaid/18133
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AT bergerofabian evolvingsocialmediastrategiesinlocaljournalismexperiencesfromargentinepatagonia
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