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Public Service Media on Social Networks: The European Case

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Media and Metamedia Management

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 503))

Abstract

The aim of this research is to show the evolution of public service media (PSM) on social networks -especially Facebook and Twitter-, as a response to the challenges imposed by the new media market. Constant technological changes and the audience fragmentation have put PSM at the crossroads, so they should design long-term strategies and change management models in order to justify their existence, funding, indispensability and value. Within the frame of governance on the Internet, and characterized by horizontal relationships and dialogue, it seems that PSM have faced the challenge, opening up the path to more active publics. Results obtained show, however, that PSM in Europe have a strong presence on Facebook and Twitter, although less than 10 % of them are supported by social media guidelines. The number of followers is constantly increasing, but it does not result in an improvement of users’ engagement.

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Author information

Authors and Affiliations

  1. University of Santiago de Compostela (USC), Santiago de Compostela, Spain

    Andrea Valencia-Bermúdez & Tania Fernández Lombao

Authors
  1. Andrea Valencia-Bermúdez
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  2. Tania Fernández Lombao
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Corresponding author

Correspondence to Andrea Valencia-Bermúdez .

Editor information

Editors and Affiliations

  1. Faculty of Communication Sciences, University of Santiago de Compostela, Santiago de Compostela, Spain

    Francisco Campos Freire

  2. Faculty of Social and Communication Sci., Universidad de Vigo Faculty of Social and Communication Sci., Pontevedra, Spain

    Xosé Rúas Araújo

  3. Faculty of Science Communication, University of A Coruña Faculty of Science Communication, A Coruña, Spain

    Valentín Alejandro Martínez Fernández

  4. Faculty of Communication Sciences, University of Santiago de Compostela, Santiago de Compostela, Spain

    Xosé López García

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Valencia-Bermúdez, A., Fernández Lombao, T. (2017). Public Service Media on Social Networks: The European Case. In: Freire, F., Rúas Araújo, X., Martínez Fernández, V., García, X. (eds) Media and Metamedia Management. Advances in Intelligent Systems and Computing, vol 503. Springer, Cham. https://doi.org/10.1007/978-3-319-46068-0_19

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  • DOI: https://doi.org/10.1007/978-3-319-46068-0_19

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-46066-6

  • Online ISBN: 978-3-319-46068-0

  • eBook Packages: EngineeringEngineering (R0)

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