Diseño de una metodología para el análisis de mensajes audiovisuales del tercer sector emitidos a través de redes sociales

Abstract

Audiovisual messages generated and disseminated through social net by different types of Third Sector organizations show specific characteristics that advise their analysis from a holistic point of view that only can be provided by a set of tools specifically designed to analyzethe communication problems that arise in this field. For this aim we propose the use of a particular type of analysis whose purpose is to generate a predictive analytical tool that allows nonprofit organizations assess the effectiveness of such campaigns. The methodological architecture inc ludes a number of integrated analysis operations. The application of the model allows the establishment of construction profiles and eficay indicators. The research outlined analyzed 370 audiovisuals obtained between January 1 and June 1, 2010 through the video repository YouTube, and they have, as common denominator, have been present also in one or various of most used public social networks.