Artivismo y ONGRelación entre imagen y «engagement» en Instagram

  1. Rafael Carrasco-Polaino 1
  2. Ernesto Villar-Cirujano 2
  3. Miguel Ángel Martín-Cárdaba 2
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  2. 2 Centro Universitario Villanueva en Madrid
Journal:
Comunicar: Revista Científica de Comunicación y Educación

ISSN: 1134-3478

Year of publication: 2018

Issue Title: Artivismo. Arte y compromiso social en un mundo digital

Issue: 57

Pages: 29-38

Type: Article

DOI: 10.3916/C57-2018-03 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Comunicar: Revista Científica de Comunicación y Educación

Abstract

Due to the increasing importance of acquiring technological tools in communication strategies, and while taking into account that non-Governmental Organizations (NGO) use Instagram as a potential artivist tool to disseminate their initiatives and needs, the present article aims to investigate the form and content of photographs published in the social website Instagram during 2017 by the 20 most relevant NGOs at the international level. Specifically, we study the choice of formal elements, such as the design and editing, the intended purpose and feeling of the message transmitted in the photographs, as well as the type of actor or actors of the images (including their role, number, gesture, sex and age). In addition, we study the use and the engagement generated by children’s images. Content analysis, non-parametric statistical analysis with Chi-square test and variance analysis (ANOVA) are used as methodologies. The results of the study show how prototypical images used by NGOs (young children enjoying the benefits of aid with positive appearance and gestures) present content and formats that do not correspond to the type of image that generates more engagement from the target audience.

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Funding information

Esta actividad se encuadra dentro del programa de Actividades de I+D entre grupos de investigación en Ciencias Sociales y Humanidades de la Comunidad de Madrid, PROVULDIG-CM, con Ref. S2015/HUM-3434. Este programa –y sus actividades– está financiado por la Comunidad de Madrid y el Fondo Social Europeo.

Funders

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Data source: Dialnet