Análisis de la presencia de elementos narrativos en los mensajes audiovisuales utilizados por las ONG en las redes sociales

Abstract

NGOs that have presence in social networks are promoting an audiovisual communication defined by formal profiles that fall in stereotyped models. The present study, framed in the context of the project CS02009-11203, entitled: "Development of a model of effectiveness of persuasive communication of Third Sector in social networks", aims essential to explore the presence of narrative elements in the audiovisual communications caused and disseminated by NGOs in major social networks and to establish the dominant trends about how they are used in the construction of the message. This paper reports the analysis of 370 audiovisual pieces obtained between January and June 2010 from NGOs channels registered in the major video repository of web 2.0: YouTube, and which have as a common denominator to be present also in one or more social networks between the most used by ordinary people. From thorough analysis of a series of essential narrative elements (characters, action, space, sound and camera�s grammar) that are present in the observed audiovisual pieces, it was concluded that NGOs audiovisual messages display a shared tendency of use of these narrative elements which is defined by common profiles of presence and absence of their different features. The most contrasting aspects of these profiles correspond, primarily, to the use of main characters, positively motivated, involved in actions congruent with the solidarity message subject that are developed in representative but not identifiable spaces, covered by a sound context that favours the monologue and the music on the dialogue, all inside a uniform shooting.