Consumo selectivo de las marcas periodísticas en España: confianza, orientación política y grado de consumo digital
DOI:
https://doi.org/10.3145/epi.2020.sep.24Palabras clave:
Noticias, Marcas, Medios, Confianza, Orientación política, Pluralismo informativo, Consumo digital, Exposición selectiva, Usuarios digitales, TVE, Antena 3, La sexta, Telecinco, Cuatro, Cadena SER, COPE, El país, El mundo, ABC, La vanguardia, El periódico, 20 minutos, Eldiario.es, El confidencialResumen
En el marco de las teorías de la confianza periodística y la exposición selectiva a los medios, se analiza si la confianza que los usuarios de noticias digitales en España declaran profesar a una marca periodística es o no un factor explicativo directo del consumo de dicha marca. Además, y desde una asociación novedosa en la bibliografía, se comprueba si la orientación política y el grado de consumo digital son dos atributos individuales predictores con un efecto directo sobre el consumo. También, se prueba de qué modo la confianza media en este proceso. Esta investigación aplica la metodología del análisis de mediación simple o análisis de efectos directos o indirectos sobre los datos de la encuesta online Digital news report.es 2019 (N=2005). Las 15 cabeceras informativas estudiadas son TVE, Antena 3, La sexta, Telecinco, Cuatro, Cadena SER, COPE, El país, El mundo, ABC, La vanguardia, El periódico, 20 minutos, Eldiario.es y El confidencial. Como principal resultado, se identifican dos modelos de consumo selectivo de marcas periodísticas en España. Un primer modelo que contempla un efecto mediador para uno o los dos atributos (tipo I) y un segundo tipo que combina tanto los efectos directos como de mediación o indirectos (tipo II). Esta categorización pone de relieve cómo la orientación política del usuario modera o potencia el consumo de algunas marcas periodísticas al mediar la confianza. A excepción de COPE, los usuarios que se ubican políticamente hacia la derecha confían menos en la marca y, por tanto, el consumo se modera. Por su parte, los usuarios que se sitúan políticamente en la izquierda realizan un consumo más fiel de los medios en los que más confían (Eldiario.es, La sexta y Cadena SER).
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