Erika Fernández- Gómez

Erika Fernández- Gómez
Universidad Internacional de La Rioja | UNIR · Empresa y Comunicación

PHD Communication

About

51
Publications
12,870
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
247
Citations
Introduction
Coordinator of the Bacherlo in Advertising. Interested in advertising, television and social networks. Currently involved in a project about Science 2.0 with COYSODI research group and in advertising literacy with a financed project of the Spanish Ministery.

Publications

Publications (51)
Article
Full-text available
p>Esta investigación recoge una experiencia docente puesta en marcha para la enseñanza de competencias del Grado en Publicidad online. El objetivo es demostrar cómo la creatividad o el trabajo en equipo, entre otras, se pueden asimilar en el aula virtual. El trabajo se completa con una entrevista realizada a los estudiantes matriculados en la asign...
Article
Full-text available
Fecha de recepción del artículo: 18/12/2021 Fecha de aceptación definitiva: 22/02/2022 RESUMEN En crisis sanitarias como la de la COVID-19, en la que aumenta el consumo de YouTube por parte de la audiencia preescolar y empeoran sus hábitos alimenticios, resulta primor-dial mantener un mayor control de la publicidad que consume este público en esta...
Article
Full-text available
En crisis sanitarias como la de la COVID-19, en la que aumenta el consumo de YouTube por parte de la audiencia preescolar y empeoran sus hábitos alimenticios, resulta primor-dial mantener un mayor control de la publicidad que consume este público en esta red social. Este artículo tiene como propósito identificar y analizar la publicidad de marcas d...
Article
There are abundant research articles on Spanish study plans in the field of journalism, and they are highly suitable for current professional profiles. However, there are fewer in the advertising area, and they focus mainly on specific subjects or universities, are not up to date, and use techniques other than the revision of the syllabus. This art...
Article
Full-text available
En este artículo se estudia de qué manera los kidinfluencers (influencers menores de 15 años) construyen contenido en YouTube e Instagram y cómo integran el branded content para marcas. Para ello, se toman como referencia los doce perfiles de kidinfluencers en español activos y con un mayor número de seguidores y se analiza cómo incorporan la prese...
Article
Full-text available
En este artículo se estudia de qué manera los kidinfluencers (influencers menores de 15 años) construyen contenido en YouTube e Instagram y cómo integran el branded content para marcas. Para ello, se toman como referencia los doce perfiles de kidinfluencers en español activos y con un mayor número de seguidores y se analiza cómo incorporan la prese...
Article
Full-text available
This study analyzes the presence of entertainment in the daily usage of mobile phones among Chilean children ages 10 to 14. Special attention is paid to children consumption of YouTube and video games and to the perception their parents have regarding the use of mobiles by their children. Use patterns of minors and how this mismatch parental percep...
Article
Full-text available
Este artículo aborda cómo los niños youtubers se convierten en instagramers para gestionar su propia marca, conectar con su audiencia y realizar contenidos publicitarios. Se ha realizado un análisis de contenido de 188 mensajes publicados por 12 cuentas en español del 14 de marzo al 26 de abril de 2020. Los kidsfluencers (influencers menores de 15...
Article
Full-text available
Se analizan los patrones de comportamiento que siguen los usuarios a la hora de consumir y difundir información en redes sociales, prestando especial atención a cómo influye el tipo de exposición y el tipo de red social. Se utilizó el método de muestreo de experiencias, de uso habitual para analizar la actividad en las redes sociales, que consiste...
Article
Full-text available
In Spain, there were 35 degrees in Advertising and Public Relations in the 2019-2020 academic year, with only three of them being taught online. Online learning facilitates educational personalization, as students progress according to their ability, interests, hobbies, learning pace, family and social circumstances, something that proved to be vit...
Article
Full-text available
Esta investigación analiza el contenido y la presencia de marcas en las publicaciones realizadas por 13 niños y niñas influyentes menores de catorce años de habla hispana en YouTube e Instagram durante el primer periodo de confinamiento en España (14 de marzo al 26 de abril de 2020). Durante este, el visionado de YouTube se incrementó en 55%. Se ex...
Preprint
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...
Article
Full-text available
Este estudio analiza los recursos y estrategias utilizados por los perfiles estadounidense y español de HBO y Netflix en Instagram. Para ello se toma como referencia el año 2017, período marcado por la llegada de HBO a España. El análisis de contenido de los 731 mensajes recogidos refleja una alta coherencia interna por parte de Netflix, mientras q...
Article
Full-text available
Este estudio se enmarca en un momento, 2015, caracterizado por el cambio de modelo televisivo, de modo que las televisiones autonómicas buscaron alternativas para continuar con su posicionamiento en el mercado. Así, esta investigación analiza la estrategia en Facebook de las cuatro televisiones autonómicas públicas con mayor audiencia en España (TV...
Article
Full-text available
Este estudio se enmarca en un contexto caracterizado por el cambio de modelo televisivo, de modo que las televisiones autonómicas buscaron alternativas para continuar con su posicionamiento en el mercado. Así, esta investigación analiza la estrategia en Facebook de las cuatro televisiones autonómicas públicas con mayor audiencia en España (TV3, Ara...
Article
Full-text available
This study examines Spanish academics’ motives for using social networking sites (SNS) and their perceptions regarding the limitations of and drawbacks to social media. We analyse 18 in-depth interviews conducted with Spanish university professors chosen according to their disciplines, academic ranks and level of use. Our findings confirm prior res...
Article
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...
Article
Full-text available
This paper analyses how the streaming television platform Netflix creates a community in Twitter. Through a content analysis (N=1,048 tweets, n=100 tweets) we explore the characteristics of the messages with more answers, more likes and more retweets. Results allow to ascertain what the audience finds more relatable in a TV brand. Conclusions show...
Book
Full-text available
La Escuela de Comunicación (EsCom) de la Pontificia Universidad Católica del Ecuador cumplirá 20 años en julio de 2019, y como parte de la reflexión y el repensar la comunicación en un derrotero amplio se reconoce la diversidad sobre la que se asienta su vida académica. Esta heterogeneidad está presente en los diversos sueños y logros de los estudi...
Conference Paper
Full-text available
El presente estudio se centra en el análisis de la comunidad virtual ScolarTIC, de Fundación Telefónica, desde la perspectiva de Marketing de contenidos. Las marcas en Internet, a través de diversas estrategias, buscan construir relaciones más directas, a partir de las interacciones con sus audiencias. La Web Social ha permitido un ecosistema donde...
Article
Full-text available
El cáncer es una de las principales causas de mortalidad en todo el mundo. En España es la segunda causa de mortalidad, solo por detrás de las enfermedades cardiovasculares. En los últimos años, la labor de la Asociación Española Contra el Cáncer (AECC) se ha trasladado a las redes sociales. Esta investigación analiza cómo la AECC informa y concien...
Article
The streaming platform Netflix began to offer on-demand content in Spain in 2015. This study offers an analysis of the Twitter strategy the company implemented during its initial year in this market. We conclude that the Twitter strategy employed by Netflix during this period differed substantially from those pursued by traditional television. Netf...
Article
Full-text available
Advertisements are persuasive communications. The presence of gender stereotypes in those of them addressed to children can significantly influence their socialization process. Thus, this research focuses on the main companies of toy industry in Spain and on the strategy they followed in Facebook during 2014-2015 Christmas campaign. We analyze the...
Article
Full-text available
Esta investigación analiza la estrategia en Facebook de cuatro asociaciones iberoamericanas de lucha contra el cáncer de países donde esta enfermedad representa la segunda causa de mortalidad. El estudio aborda las características que presentan los mensajes que consiguen mayor interacción con el público a través de la opción “comentar”. Las publica...
Article
Full-text available
This paper presents the communication strategies on Facebook of non-profit organizations from four Hispanic speaking countries where cancer is the second cause of death. The content analysis of the messages posted during three months shows how these organizations are more active when they are celebrating cancer days or when a campaign is taking pla...
Article
Full-text available
Este artículo aborda la estrategia de comu­ nicación en Facebook de asociaciones sin ánimo de lucro pertenecientes a cuatro países de habla hispana donde el cán­ cer es la segunda causa de mortalidad. El análisis de contenido de los mensa­ jes publicados durante tres meses revela una mayor actividad durante periodos de celebración de lucha contra e...
Article
Full-text available
El objetivo de esta investigación es analizar la cobertura de la crisis económica realizada por las dos principales televisiones privadas en España en uno de sus años de mayor intensidad informativa, 2012, por un lado, y buscar los rasgos propios del infoentretenimiento que han podido tener los telediarios a la hora de abordarla. Para ello se ha ll...
Article
Full-text available
One of the most important trends in current television research has to do with the increasing impact of social media on viewing and consumption. This article reviews the literature on social media and television included in the Web of Science database from 2005 to 2013 in order to find the main research questions guiding academic research within me...
Article
Full-text available
The toy industry in Spain suffers from a marked seasonality as a result of the concentration of the sales in Christmas. Social networks sites allow brands to interact with customers throughout the year and to reinforce their relationship during its key sales period. This paper presents the first study of the campaign carried out by the toy sector o...
Article
Full-text available
Esta investigación analiza las estrategias empleadas por los anunciantes del sector de la alimentación en la programación de una de las principales cadenas de televisión dirigidas al público infantil en España: Boing. El análisis incide de manera particular en dos aspectos: la promoción de hábitos saludables-con especial atención a la aplicación de...
Chapter
Full-text available
La presente investigación analiza los mensajes publicados durante dos meses en los perfiles en Facebook de los canales privados de televisión dirigidos al público infantil: Disney Channel, Boing y Neox. Se ha estudiado el objetivo y los recursos presentes (fotografía, vídeo, etiqueta, enlace) en los mensajes más virales, populares y comentados. Los...
Article
Full-text available
The goal of this research was to analyse the advertising of food broadcast by the two Spanish private thematic channels aimed at children with more audience in Spain (Neox and Boing). A content analysis was made in order to study the commercials showed during the hours of children's enhanced protection established by the normative of this country....
Article
Full-text available
The goal of this research was to analyse the advertising of food broadcast by the two Spanish private thematic channels aimed at children with more audience in Spain (Neox and Boing). A content analysis was made in order to study the commercials showed during the hours of children’s enhanced protection established by the normative of this country....
Article
Full-text available
Las redes sociales contribuyen a enriquecer el consumo de contenidos televisivos mediante la participación. Los canales temáticos infantiles y juveniles también han ampliado su presencia en Internet creando un perfil en la red social líder en España. En este artículo se estudian los perfiles de Boing, Disney Channel y Neox en Facebook. Empleando un...
Article
Full-text available
Social networks contribute to improve the consumption of television content through participation. The thematic channels aimed to children and youth have also expanded their online presence by creating a profile on the leading social network in Spain. In this paper we analyze Boing, Disney Channel and Neox profiles in Facebook. Using a quantitative...
Conference Paper
Full-text available
La 2 (Spanish Radio Television’s second channel) has probably been the Spanish TV channel which has made a greater commitment to the artistic and cultural content. However, this programming strategy led usually to lower ratings. So, when in 2006 the new RTVE Corporation was launching, replacing the previously existing RTVE Public Entity, one of its...
Conference Paper
Full-text available
Se presenta el estudio realizado sobre los perfiles de Facebook de los tres canales privados líderes en audiencia entre la población infantil de 4 a 12 años que emiten en abierto en España. A través de una ficha de análisis se ha recogido la actividad realizada por Neox, Boing y Disney Channel durante los dos primeros meses de 2014. La investigació...
Article
Full-text available
Este articulo presenta la programacion del segundo canal de la television publica espanola durante el primer ano de la Corporacion RTVE (2007) y el ultimo del Ente Publico RTVE (2006). El cambio de organismo supuso el intento de que La 2 fuera mas competitiva ya que, hasta el momento se habia posicionado como una television para minorias. Se ha lle...
Article
This paper shows the programming of the second channel during the first year of Spanish Radio and Television Corporation (2007). It also presents the contents of the last year of RTVE Public Body (2006). The change of the organization turned on the attempt of get La 2 to be more competitive. Until the moment, the second channel was characterized by...
Article
The Spanish television is characterized by two periods in which programmes were aimed at children and youngsters. The first stage was in the nineties with the arrival of the private channels. Nevertheless, the first decade of the 21st century was portrayed by the unsuitable contents that television broadcast during protected schedule. Only the seco...
Article
This paper analyzes the content of En Construccion , the first show aimed at young people created by the Spanish Public Television and broadcast by the second channel (La 2). One the one hand, it was studied the structure of the format used by the television to join the programmes targeted at this audience. On the other hand, it was analyzed the ad...
Article
Full-text available
The paper shows the situation of two public service broadcasters from de European Union. The research is focused on the programming schedule of the Spanish second public channel (La 2) and the Portuguese second public channel (RTP2). A comparative study of their public duties was carried out in order to analyses the shows aimed at children and youn...
Article
Full-text available
In the last years, self-regulation mechanisms in communication field have increased. They are one of the least costly methods and more effective for all the members of the implied industries. Nevertheless, they are not so useful for the audience because in Spain we don’t have an independent organism that watch over the correct application, canalize...

Network

Cited By

Projects

Projects (3)
Project
The main objective is to analyze the ability of users between 10 and 14 years old to mediate with the advertising they receive through their cell phones. The aim is to study the aptitude of children to face in a conscious, critical, committed and responsible way the persuasive messages to which they are exposed to this type of screens.
Project
El proyecto realiza un análisis conjunto de los distintos factores que influyen en el hecho de que un usuario comparta noticias, que hasta el momento han sido estudiados por separado, con lo que se desconoce el modo en que estos factores influyen unos sobre otros. Además, una de las herramientas empleadas (panel de usuarios) permite estudiar aspectos que hasta ahora solo se han abordado en un entorno experimental. En tercer lugar, el estudio no se limita a analizar contenidos vinculados a un acontecimiento concreto o a un ámbito temático determinado. Por el contrario, pretende seleccionar mensajes representativos del comportamiento habitual, no distorsionados por eventos de especial intensidad informativa. De este modo se garantiza la generalización de los resultados y su aplicabilidad para detectar diferencias entre plataformas y usuarios. En este mismo sentido, se incluye en la muestra mensajes procedentes de actores distintos a los medios tradicionales para comparar reacciones en este sentido. Finalmente, el estudio también considera las plataformas y servicios de mensajería móvil como canales a través de los cuales los usuarios pueden compartir noticias y contenidos mediáticos.
Project
Social media have turned into a relevant channel for the circulation and consumption of news and other media content. This proposal aims, on the one hand, to measure the influence that personal factors (sociodemographic aspects, uses & gratifications, media attendance, social media habits, users personality traits, emotional response towards news) affect on the frequency and kind of media content that are shared on social media. In order to do so, a panel user is proposed to combine a previous questionnaire with the recompilation and analysis of messages and pieces of news shared by the participants, as well as the questions about the motives driving to share certain kind of contents. Identifying the most relevant formal (specially, news values) and content aspects at the most shared pieces of news as well as promotional and persuasive messages is also pursued. To achieve this goal, a content analysis will be applied. Additionally, a data mining task and machine learning analysis of the new published by media outlets and shared by users will be developed to determine the concordance degree between media agenda and the most shared content on social media regarding topics, tone and ideology. The project will analyze jointly the different factor influencing the sharing behavior of the users, which to date, have been studied separately, which will allow to understand the way those factors affect each other. Moreover, one of the methodological tools employed (user panel) will make possible to study aspects which have been only studied through experimental approaches. Thirdly, the study is not limited to contents and news restricted to a certain event or topic. On the contrary, it aims to select messages representing the usual behavior of users, not distorted by specially relevant contexts. Thus, generalization of the results and its availability to detect differences between users and platforms I is guaranteed. In this very sense, the sample also includes messages published by other actors than digital versions of legacy media in order to compare different reactions regarding users shares. Finally, the study also considers mobile messaging systems as channels through which uses share news and other media content. From the scientific point of view, this proposal will offer a model to explain the complex interaction between the factors influencing sharing behavior toward news, and beyond different platforms (inter-platform contagion) an through mobile messaging services, as well as a significant analysis of topics and news values present at the top shared pieces of news on social media, significative of the regular behavior and the analysis of redistribution of content not provided by legacy media.