Abstract

LOPEZ ROBLES, Adalberto. Analysis of media use and creation of virtual communities concerning the #Frena case in Mexico. Contratexto [online]. 2023, n.39, pp.73-97.  Epub May 30, 2023. ISSN 1025-9945.  http://dx.doi.org/10.26439/contratexto2023.n39.6060.

The exchange of news on social networks has become a new source of income for the media. In this regard, it is argued that traditional media have had to adapt to the new reality to survive in the current media environment where they compete with news portals. This proliferation of media has allowed citizens to have more options to choose the news of their choice. On the assumption that voters’ preferences for related media affect the editorial lines of the media, this article investigates what type of media, traditional or digital, is more likely to satisfy the demands of readers. To answer this question, data about the #Frena case in Mexico collected from Twitter was used. The modeling and visualization of the data were conducted using the RStudio program. The findings suggest that users tend to share media hyperlinks that are ideologically closer to their political beliefs and that digital media are more likely than the traditional one to produce content for segmented audiences. These results seek to contribute to empirical research on media and audiences in digital environments.

Keywords : selective exposure; algorithms; social networking sites; media; #Frena.

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