Consumo selectivo de las marcas periodí­sticas en España: confianza, orientación polí­tica y grado de consumo digital

Autores/as

DOI:

https://doi.org/10.3145/epi.2020.sep.24

Palabras 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 confidencial

Resumen

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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Publicado

2020-11-03

Cómo citar

Moreno-Moreno, E., & Sanjurjo-San-Martí­n, E.-L. (2020). Consumo selectivo de las marcas periodí­sticas en España: confianza, orientación polí­tica y grado de consumo digital. Profesional De La información Information Professional, 29(5). https://doi.org/10.3145/epi.2020.sep.24

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Artí­culos de investigación / Research articles