Oportunidades para la cocreación de contenidos en los diarios nativos digitales
DOI:
https://doi.org/10.3145/epi.2020.jul.26Palabras clave:
Diarios nativos digitales, Periodismo digital, Prensa digital, Cocreación, Valor, Participación, User generated content, Prosumers, Adprosumers, Empoderamiento ciudadano, Audiencias, Arquitectura web, Accesibilidad, FuentesResumen
La participación de los usuarios en la creación de productos informativos aumenta el valor de los medios de comunicación e incrementa la satisfacción de los cocreadores. La involucración de los lectores afecta en especial a los procesos productivos, aunque sin desmerecer la implicación en el desarrollo y en el marketing, e implica democratización de la información, experiencias personalizadas y puntos de vista diversos que favorecen el pluralismo informativo. En esta investigación se analiza una muestra internacional compuesta por cinco diarios nativos digitales para comprobar en qué medida permiten a sus públicos cocrear contenidos. Se utiliza una metodología exploratoria para comprobar la existencia de espacios concebidos para la cocreación. Se confeccionan unas escalas de evaluación del grado de utilidad de la idoneidad de esos sitios y se examina su accesibilidad desde la perspectiva del empoderamiento ciudadano, la apertura de contenidos y la arquitectura web. Los resultados demuestran que los grados de implantación alcanzados por los diarios son más bajos de lo que pudiera esperarse de medios puramente digitales y alertan sobre la necesidad de idear nuevas fórmulas de cocreación e implicar más a las audiencias en la generación de contenidos, al tiempo que se hace necesario revisar con profundidad cuál es su papel como fuentes. Las limitaciones al empoderamiento ciudadano derivadas de la ausencia de publicidad en los modelos de negocio restringen los accesos en abierto y las jerarquías web obstaculizan las colaboraciones. Se diagnostica, asimismo, la necesidad de que los ciudadanos puedan identificar con claridad qué productos han sido elaborados por periodistas y cuáles por cocreadores.
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