Análisis de las narrativas multimediales de “Deporte Total” en la plataforma X

Abstract

In the digital era, social media has become a crucial platform for information dissemination and user interaction, particularly in the sports domain. In this context, a detailed analysis was conducted on the posts of the sports media outlet "Deporte Total" on the X platform, focusing on understanding user interaction with its content. The choice of this outlet was based on the observation that, despite the growing popularity of sports posts on social media, interactions on certain profiles, such as Deporte Total's, appear to be more limited compared to other sports sources. The methodology adopted for this study was mixed, combining qualitative and quantitative approaches. Detailed content analyses were carried out, examining narratives, the frequency of specific content, and the narrative structure in Deporte Total's posts. Additionally, quantitative analyses were conducted to assess user interaction, considering the number of likes, comments, views, and reposts. Preliminary results suggest that, despite the relevance of sports topics, Deporte Total's posts face challenges in terms of interaction. In contrast to the observed trend in other sports media, cycling posts stood out as the most attractive to Deporte Total's users. Regarding the Agenda Setting theory, the study explored how Deporte Total shapes the sports agenda for its users, emphasizing the promotion of less popular sports, such as cycling, in an attempt to broaden the variety of relevant topics for users. This analysis aims to shed light on the dynamics of interaction in the digital sports domain, providing valuable insights to adjust editorial strategies and enhance the connection with users.