Análisis de la información pro vacunas y anti vacunas en redes sociales e internet. Patrones visuales y emocionales

Autores/as

  • Ubaldo Cuesta-Cambra UCM
  • Luz Martí­nez Martí­nez Universidad Rey Juan Carlos
  • Jose-Ignacio Niño-González UCM

Palabras clave:

Vacunas, Internet, Redes sociales, Salud pública, Antivacunas, Información de salud, Comunicación de salud, Influencers, Eye-tracking, Facial expression, Respuesta galvánica de la piel, GSR.

Resumen

Se investiga la comunicación de información sobre vacunas y antivacunas mediante monitorización de emisores, grupos, sites y mensajes en redes sociales (RRSS) y sus efectos sobre la atención, la emoción y el engagement. Se usan los métodos de eye tracking, galvanic skin response (GSR) y expresión facial. Resultados: el flujo de comunicación no es constante, en prensa y webs (376 noticias en 2015, 74 en 2016, 69 en 2017 y 268 en 2018); es informativa y neutra; y 80% proviene de fuentes no profesionales (sólo un 17% es un periodista y un 3% un especialista sanitario). En RRSS se identifican mensajes y grupos de Facebook antivacuna y se presenta un mapa de influencers. La evolución temporal (2015-2018) mostró disminución de mensajes antivacunas. Aparecieron diferencias de género en la exploración visual y en la emoción provocada (GSR y expresión facial): en páginas pro-vacunas las mujeres miran antes el titular y los hombres la fotografí­a. No se han encontrado diferencias en la emoción provocada (GSR) entre ambos sitios web: la persuasión antivacunas se producirí­a ví­a cognitiva, no emocional, mediante empleo de heurí­sticos (e.g. teorí­as conspiratorias). Las respuestas emocionales y el engagement no arrojan diferencias entre vacunas-antivacunas.

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Biografía del autor/a

Ubaldo Cuesta-Cambra, UCM

Doctor en Psicologí­a. Catedrático  UCM. Director Departamento: Teorí­as y Análisis de la Comunicación (UCM) y de la Cátedra de Comunicación y Salud. Director del Máster de Publicidad UCM-Agencia J. Walter Thompson. Director del laboratorio de Neurocomunicación de la UCM. Director de la revista Comunicación y Salud y del grupo de investigación consolidado "Creación y efectos psicosociales y culturales de la comunicación". Autor de libros y artí­culos cientí­ficos en comunicación. Lí­neas de investigación: Comunicación y salud; Neurocomunicación, procesos cognitivos y persuasión.

Luz Martí­nez Martí­nez, Universidad Rey Juan Carlos

Doctora en Comunicación Audiovisual. Profesora Asociada de la Universidad Rey Juan Carlos de Madrid. Investigadora-colaboradora de la Cátedra de Comunicación y Salud (UCM). Publicaciones en revistas cientí­ficas y libros y presentación en numerosos congresos nacionales e internacionales. Coordinadora del laboratorio de Neurocomunicación de la UCM. Lí­neas de investigación: comunicación y salud; edu-entretenimiento y su eficacia a través de metodologí­as innovadoras; neuromarketing.

Jose-Ignacio Niño-González, UCM

Doctor en Publicidad y Relaciones Públicas. Profesor Contratado de la UCM. Secretario Académico del Programa de Doctorado en Comunicación, Audiovisual, Publicidad y Relaciones Públicas de la UCM. Subdirector del laboratorio de Neurocomunicación de la UCM. Ha publicado múltiples artí­culos en revistas cientí­ficas, capí­tulos de libros y libros. Lí­neas de investigación: Neurocomunicación; Comunicación y Salud; Consumo digital multipantalla.

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2019-03-05

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Cuesta-Cambra, U., Martí­nez Martí­nez, L., & Niño-González, J.-I. (2019). Análisis de la información pro vacunas y anti vacunas en redes sociales e internet. Patrones visuales y emocionales. Profesional De La información, 28(2). Recuperado a partir de https://revista.profesionaldelainformacion.com/index.php/EPI/article/view/68613

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Vol. 28 Núm. 2 (2019): Información y comunicación biomédica

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