Examinando por Autor "Segado-Boj, Francisco"

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How to Engage with Younger Users on Instagram: A Comparative Analysis of HBO and Netflix in the Spanish and US Markets
(2019-03-05) Martín-Quevedo, Juan; Fernández-Gómez, Erika; Segado-Boj, Francisco
Social media have become useful tools for audiovisual promotion, especially to reach niche audiences. Twitter promotional strategies have been widely studied, yet other growing platforms such as Instagram have been less analyzed. This paper examines the Instagram promotional strategies of two pay-per-view platforms (HBO and Netflix) in two markets (the USA and Spain). A total of 731 messages, posted between May and November 2017, were analyzed to identify their formal features, objectives, and their content’s emotional and cognitive elements posted on HBO and Netflix’s Spanish and US accounts. The results showed acute differences between how HBO and Netflix use their Instagram accounts in the two markets (Spain and the USA). The Spanish accounts mostly provided information, while the US accounts both provided information and promoted program content. Posts from US accounts more frequently included links to social media, particularly to celebrity accounts. Spanish accounts relied more on diegetic images, whereas US accounts emphasized non-diegetic and off-set images. Netflix used humor more than HBO did, and a stronger focus on celebrities. Humor and positive tone were found to be linked to higher engagement.
Jumping over the paywall: Strategies and motivations for scholarly piracy and other alternatives
(2022-12-12) Segado-Boj, Francisco; Martín-Quevedo, Juan; Prieto-Gutiérrez, Juan-José
Despite the advance of the Open Access(OA) movement, mostscholarly production can only be accessed through a paywall. We conduct an international survey among researchers (N=3,304) to measure the willingness and motivations to use (or not use) scholarly piracy sites, and other alternatives to overcome a paywall such as paying with their own money, institutional loans, just reading the abstract, asking the corresponding author for a copy of the document, asking a colleague to get the document for them, or searching for an OA version of the paper. We also explore differences in terms of age, professional position, country income level, discipline, and commitment to OA. The results show that researchers most frequently look for OA versions of the documents. However, more than 50% of the participants have used a scholarly piracy site at least once. This is less common in high income countries, and among older and better- established scholars. Regarding disciplines, such services were less used in Life & Health Sciences and Social Sciences. Those who have never used a pirate library highlighted ethical and legal objections or pointed out that they were not aware of the existence of such libraries.
Objetivos y estrategias de los políticos españoles en Twitter
(Servicio de Publicaciones de la Universidad Rey Juan Carlos, 2016) Segado-Boj, Francisco; Díaz-Campo, Jesús; Lloves Sobrado, Beatriz
Este artículo aborda el uso de Twitter como vehículo para la comunicación por parte de los políticos españoles fuera del periodo electoral. El objetivo general es analizar el uso que los políticos españoles hacen de Twitter y averiguar si el surgimiento de un escándalo mediático afecta a ese uso y, en caso afirmativo, en qué sentido. Se aplica un análisis de contenido a 586 mensajes publicados por diez políticos durante dos periodos de tiempo diferenciados, uno de ellos marcado por la atención mediática prestada a un escándalo político. Se emplean criterios de tipo de mensaje y direccionalidad del discurso. Los resultados indican que la mayoría de mensajes son fundamentalmente unidireccionales, con un bajo índice de apelaciones a otros usuarios. Del mismo modo, los mensajes más abundantes son de autopromoción o comparten información referente al partido. Se concluye por tanto que sus prácticas comunicativas en esta plataforma responden meramente a objetivos propagandísticos, sin la búsqueda de mayor transparencia ni diálogo con la ciudadanía.