Análisis de usos y prácticas de comunicación de un grupo de activismo vegano en la red social Facebook

The present investigation focuses on the uses and practices of the vegan group 269 Life Cali on the social network Facebook, and the perception and reach that they have on this social network in front of their potential audience. This is due to the fact that there is a need to improve the fulfillment of their communicative objective with the target audience. To achieve the objective of analyzing the uses and practices of said group, a qualitative methodology was implemented based on ethnography, documentary design and discourse analysis methods. This allowed us to reach the conclusion that the uses and practices that the group has on Facebook allow its members to satisfy certain gratifications of reinforcement of values and sense of belonging and group identity. However, it was found that by satisfying these needs they were ceasing to communicate effectively with a large segment of their potential audience and therefore the communication objective of the group was not being met. This highlights the need to implement new communication practices on Facebook that would facilitate the fulfillment of their communicative objective

• Autores: Bastidas Chacón, Juliana
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2018
• Institución: Universidad Autónoma de Occidente
• Repositorio: RED: Repositorio Educativo Digital UAO
• Idioma: spa
• OAI Identifier: oai:red.uao.edu.co:10614/10799
• Acceso en línea: http://hdl.handle.net/10614/10799
• Palabra clave: Comunicación Social y Periodismo; Comunicación; Redes sociales en Internet; Vegetarianismo; Grupos de discusión en línea; Facebook
• Rights: openAccess
• License: Derechos Reservados - Universidad Autónoma de Occidente