Artivismo y ONGRelación entre imagen y «engagement» en Instagram
- Rafael Carrasco-Polaino 1
- Ernesto Villar-Cirujano 2
- Miguel Ángel Martín-Cárdaba 2
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1
Universidad Complutense de Madrid
info
- 2 Centro Universitario Villanueva en Madrid
ISSN: 1134-3478
Ano de publicación: 2018
Título do exemplar: Artivismo. Arte y compromiso social en un mundo digital
Número: 57
Páxinas: 29-38
Tipo: Artigo
Outras publicacións en: Comunicar: Revista Científica de Comunicación y Educación
Resumo
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.
Información de financiamento
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.Financiadores
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European Social Fund
- S2015/HUM-3434
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Comunidad de Madrid
- S2015/HUM-3434
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