El uso de Twitter en el entorno del Periodismo Institucional 2.0: estrategias cross-media y diálogo informativo

González-Molina, Sonia
August 2013
Icono 14;2013, Vol. 11 Issue 2, p141
Academic Journal
Public agencies are reshaping its communication channels through Twitter, a microblogging service which is reaching its peak. This article analyses how the press offices of institutional organizations are using this tool in the general context of the convergence, which encourages the cross-media strategies and the dialogue with the public. It is based on the case study of the Servei Català de Trànsit (SCT), the main official source about road information in Catalonia. It mixes an interview with the content analysis of the tweets distributed by the organism during the last two weeks of June 2012. The main conclusion of this work is that Twitter is basically an informative complement of the corporate website. There is no option to public dialogue neither with the public nor with the journalists.


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