Credibilidad en la prensa online: estrategia para la diferenciación y generación de audiencias

Palabras clave: Credibilidad, Medios digitales, Prensa online, Prensa digital, Diarios, Periodismo digital, Cabeceras, Dimensiones, Universitarios gallegos, Encuestas, Ecuaciones estructurales

Resumen

En el sector de las publicaciones periódicas en papel, donde la prensa ha sido la más afectada, la digitalización ha generado importantes transformaciones en sus modelos de negocio, lo que ha propiciado, por un lado, la migración digital de las cabeceras tradicionales en la búsqueda inicial de una hibridación y, por otro, la incorporación de nuevas cabeceras nativas digitales. Ante esta situación la credibilidad se erige como un factor relevante en el momento de seleccionar cabeceras para informarse. En este sentido, en lo que a prensa online se refiere, se plantean dos objetivos: analizar qué factores influyen y sobre cuáles incide la credibilidad de una cabecera online. La metodología se fundamenta en una investigación cuantitativa, basada en la realización de encuestas a jóvenes universitarios y el empleo de un modelo de ecuaciones estructurales. Las conclusiones evidencian que la cobertura es la principal variable en la generación de credibilidad y ésta a su vez contribuye a la percepción en el lector de una mayor confianza, precisión y simpatía.

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Publicado
2020-12-27
Cómo citar
Rodríguez-Fernández, M.-M., Martínez-Fernández, V.-A., & Juanatey-Boga, Óscar. (2020). Credibilidad en la prensa online: estrategia para la diferenciación y generación de audiencias. Profesional De La Información, 29(6). https://doi.org/10.3145/epi.2020.nov.31
Sección
Análisis / Analysis

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