Análisis de la creatividad en los mensajes audiovisualessu utilización por parte de las ONG en redes sociales
- Miguel Baños González 1
- Teresa C. Rodríguez García 1
- Isidoro Arroyo Almaraz 1
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1
Universidad Rey Juan Carlos
info
- Francisco García García (coord.)
- Rogerio García Fernández (coord.)
Editorial: Icono 14 Asociación Científica
ISBN: 9788493907761
Ano de publicación: 2011
Título do volume: TOMO I
Tomo: 1
Volume: 1
Páxinas: 647-657
Congreso: Congreso Internacional Ciudades Creativas (2. 2011. Madrid)
Tipo: Achega congreso
Resumo
The third sector organizations that have been presentin social networks do so based on a kind of audiovisualcommunication which is defined by a characteristicprofiles that can be classified into a very small numberof models and creative trends. This research establish,among others, which are the levels of creativity presentin audiovisual communication of the third sector organizations in social networks, analyzing the followingfeatures of creativity: originality, appropriateness,internal coherence, aesthetics, design and opacity. Soas to carry out the study, the analysis of 370 audiovisual communications is been developed, these samples have been get between January 1st and June 1st 2010from the most common achive of videos on Web 2.0,YouTube, and which have been present in one or moreof the social networks used by the general public, suchas Facebook or Tuenti. The analysis of the above factorsof creativity in audiovisual messages shows that theseorganizations use communication models based on auniform and homogeneous construction of messages,making the identification of a small amount of profiles possible, with features in common, which mostremarkable characteristic is, in most cases, the lack oforiginality and innovation.