Analisis del empoderamiento de la audiencia ante el discurso publicitario en las redes sociales desde la alfabetizacion publicitaria
The maturity of social networks has led to a change in the communication paradigm, which also affects the advertising discourse and its relationship with the user. In media communication, the user is presented as an empowered subject with the ability to choose and decide on the content they receive....
| Author: | |
|---|---|
| Format: | doctoral thesis |
| Status: | Published version |
| Publication Date: | 2024 |
| Country: | España |
| Institution: | Universidad de Valladolid |
| Repository: | UVaDOC. Repositorio Documental de la Universidad de Valladolid |
| OAI Identifier: | oai:uvadoc.uva.es:10324/68308 |
| Online Access: | https://doi.org/10.35376/10324/68308 https://uvadoc.uva.es/handle/10324/68308 |
| Access Level: | Open access |
| Keyword: | Redes sociales Advertising literacy Alfabetización publicitaria Empowerment Empoderamiento Engagement Social media 5311.01 Publicidad |
| Summary: | The maturity of social networks has led to a change in the communication paradigm, which also affects the advertising discourse and its relationship with the user. In media communication, the user is presented as an empowered subject with the ability to choose and decide on the content they receive. At the level of advertising, they are given the opportunity to intervene directly in the advertising strategies of advertisers. This is the starting point of the present dissertation, which aims to study user empowerment from the point of view of the elements that may hinder this empowerment, such as saturation or the advertising narratives used by advertisers, and the elements that may favour this empowerment, such as advertising literacy, from its three perspectives: attitudinal, cognitive and performance. To this end, a mixed-methods research is proposed in three studies. The first, quantitative, focuses on finding the relationships established by privacy and trust, predictors of the attitudinal dimension, with: the sender; with the receiver and their behavioural response, through engagement and their emotional response, showing interest or reactance; and with their critical attitude towards social networks. The second study aims, on the one hand, to find out the real occupation of advertising in social networks and, on the other hand, to study the level of advertising literacy from the cognitive dimension of advertising literacy. A qualitative approach is used to carry out this study, as digital ethnography is used to obtain the data, which allows us to learn about the reality of social network consumption among university students. The last study is framed within the performance dimension. It is action research that, in addition to obtaining data from the subjects, seeks to contribute to advertising literacy through a classroom intervention with content from one of the most followed youtubers: ElRubiusOMG. The results confirm trust and privacy as key elements in user behaviour when faced with advertising content; they also confirm a non-empowered subject who receives more commercial content than in other media; in addition, due to the advertising narratives of social networks, they do not seem to distinguish commercial content from organic content and do not seem to recognise the persuasive elements commonly used in advertising discourse to gain their attention and trust. |
|---|