Person:
Martínez Martínez, Luz

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First Name
Luz
Last Name
Martínez Martínez
URI
https://hdl.handle.net/20.500.14352/75579
Affiliation
Universidad Complutense de Madrid
Faculty / Institute
Ciencias de la Informacion
Department
Teorías y Análisis de la Comunicación
Area
Comunicación Audiovisual y Publicidad
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UCM identifierORCIDScopus Author IDWeb of Science ResearcherIDDialnet IDGoogle Scholar ID

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2018 - 20192
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Author: Martínez Martínez, Luz × Subject: 004.78:316.77 ×

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    Fórmulas para la prevención, formato narrativo vs expositivo. Análisis comparativo de sus efectos en el conocimiento, actitud y conducta de los jóvenes sobre el VPH
    (Revista Latina de Comunicación Social, 2018) Martínez Martínez, Luz; Niño González, José Ignacio; Cuesta Cambra, Ubaldo Armando; Serrano Villalobos, Olga
    Este trabajo investiga empíricamente si el uso de un formato narrativo estructurado en Facebook produce un mayor impacto en el conocimiento sobre el VPH y en las actitudes y conductas más preventivas, que presentando la misma información en un formato no narrativo, más tradicional y expositivo. Metodología: Se ha realizado diseño experimental unifactorial inter-sujetos con 114 jóvenes donde la variable independiente, con 2 niveles de tratamiento, fue “tipo del formato”, presentando dos perfiles de Facebook con la misma información sobre el VPH, pero en formatos diferentes, uno expositivo y otro narrativo. Resultados: El perfil expositivo mostró un incremento mayor en la variable conocimiento, mientras que el narrativo provocó mayor cambio en “actitud y conducta preventiva más responsable”. Discusión y conclusiones: Se confirma la mayor eficacia persuasiva del formato narrativo frente al expositivo en redes sociales, se explican los mecanismos mediacionales y se aconsejan nuevas estrategias que ayuden a la comprensión de la enfermedad.
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    An analysis of pro-vaccine and anti-vaccine information on social networks and the internet: Visual and emotional patterns
    (Pofresional de la informción, 2019) Martínez Martínez, Luz; Cuesta Cambra, Ubaldo Armando; Niño González, José Ignacio
    The communication of information about vaccines and anti-vaccines is analyzed through the monitoring of issuers, news sites, groups, and messages in social networks. We also investigate the effects of information on people´s attention, emotion, and engagement, which were analyzed using eye tracking, galvanic skin response (GSR) and facial expression methods. Results: the flow of communication was not constant, both in the press and on web sites (376 news in 2015, 74 in 2016, 69 in 2017 and, 268 in 2018); posts were informative and neutral; and 80% came from non-professional sources (only 17% were written by a journalist and 3% by a health specialist). On social networks, anti-vaccine Facebook messages and groups were identified, and a mapping of influencers is presented. Analysis of the temporal evolution (years 2015 to 2018) of communicative flows showed that anti-vaccine posts decreased. Gender differences appeared in the visual exploration of information sources and in the provoked emotion responses (GSR and facial expression). In pro-vaccine pages women looked at the headline first, while men looked at the photograph. Emotional responses and engagement did not show differences between anti-vaccine and pro-vaccine web sites. No differences were found in the emotion provoked (GSR) between both website types: anti-vaccination persuasion occurred via cognitive, not emotional, methods by using heuristics (e.g., conspiracy theories). Emotional responses and engagement did not show differences between pro-vaccine and anti-vaccine web sites.