Herramienta de marketing y posicionamiento de los cibermedios iberoamericanos

December 2010
Cuadernos de Información;2010, Issue 27, p15
Academic Journal
This article analyzes the various applications of the social web in the cybermedia of Latin America, Spain and Portugal. The study -- based on research on 70 online mass media, and interviews with researchers investigators, cyberjournalists and well-know authors specialised in the thematic area of the cyberjournalism - identifies the main ways in which these online media use the possibilities offered by the web 2.0. Specifically, the article deals with how the social web has turned into a tool of marketing, positioning and diffusion beyond its potential of a strictly cyberjournalistic character.


Related Articles

  • LETTERS. Robinson, Simon; Keen, Jared; Emerson, Michael; Toumisto-Inch, Hanne // New Media Age;12/20/2007, p13 

    The article offer views on various issues and topics related to mass media and marketing. One person focused on surveys that highlighted a lack of understanding about the business benefits of Web 2.0 technology. Another person focused on the decline in the number of direct mail coupon...

  • It's Twitter Time. Hammer, MC // MediaWeek;7/20/2009, Vol. 19 Issue 28, p8 

    The author offers opinions on the use of the microblog online social network Twitter in marketing. He states that the rise of such social media has completely altered marketing and communication for celebrities such as himself by providing a means of interaction with the audience previously...

  • My name is Stephanie, and I read blogs. Ricca, Stephanie // Hotel & Motel Management;4/21/2008, Vol. 223 Issue 7, p6 

    The article shares the author's viewpoint on why Web blogs works in marketing a brand. According to the author, blogs and social networking succeed because of the idea of pass-along. The author said that she plans to encourage online audience by tuning in more attentively to what works and what...

  • Comunicación, redes sociales y democracia en la mirada de periodistas argentinos. De La Torre, Lidia; Dillon, Alfredo // Cuadernos de Información;2012, Issue 30, p61 

    This study analyzes the impact of social network sites, especially Twitter, on the production and consumptions of news in Argentina based on interviews to several journalists from national news media. The study examines how journalists understand changes in both journalistic routines and the...

  • Web 2.0 en los ciberdiarios de América Latina, España y Portugal. Tejedor-Calvo, Santiago // El Profesional de la Información;nov/dic2010, Vol. 19 Issue 6, p610 

    The present article analyzes the presence and the type of use of the platforms and resources of the web 2.0 in the principal online newspapers of Latin America. The results derive from a recent study of 70 online mass media of Latin America, Spain and Portugal with the aim to diagnose the...

  • Terminology matters: Why 'social media' sucks. Bernoff, Josh // Advertising Age;4/20/2009, Vol. 80 Issue 14, p17 

    The author discusses the term "social media," arguing that it is a misleading term, especially for advertisers. There are said to be only a few parallels and many significant differences between the online social networks associated with Web 2.0 technologies and the traditional mass media....

  • Furthering The Discussion. Krapf, Eric // Business Communications Review;Aug2007, Vol. 37 Issue 8, p4 

    This article discusses various articles within the issue that pertain to the phenomenon of Web 2.0, emerging in the year of 2007. An article by writer Joe Weinman touches upon this phenomenon, as do columns by Irwin Lazar of Nemertes Research, and Zeus Kerravala of the Yankee Group.

  • Networking Tools A Must for Media. Hemingway, Jon // Broadcasting & Cable;7/9/2007, Vol. 137 Issue 27, p3 

    The article reports on a study conducted by the communications industry consulting firm TMNG Global finding that utilization of online social networks and similar Web 2.0 programming has become an essential for mass media companies. TMNG views online communities not merely as a means of building...

  • Young adults spend 40% more of their time online than watching TV. Bearne, Suzanne // New Media Age;11/29/2007, p15 

    The article deals with the survey conducted by youth marketing agency Face Group on Internet usage among young adults. According to the survey, Internet surfing is overtaking television watching in terms of popularity among young adults. The survey found that these age group spend 19.3 hours a...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics