Comunicación digital para el cambio social en España: Campañas contra la trata de personas en la red social X
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2024
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VisualCOM Scientific Publications
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Parra Ferreras, S., García Castillo, N., & Hänninen, L. I. (2024). Digital Communication for Social Change in Spain: Campaigns Against Human Trafficking on the Social Network X. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 16(3), 333–352. https://doi.org/10.62161/revvisual.v16.5270
Abstract
La comunidad internacional apuesta por una lucha conjunta contra la trata de personas mediante la comunicación. El objetivo de esta investigación consistió en analizar las estrategias, el contenido y la efectividad de los contenidos emitidos en X por la Administración Pública, las Fuerzas de Seguridad del Estado y ONG en España. Se examinaron 1236 tweets codificando sus temas principales, flujos comunicativos, elementos visuales y textuales y el alcance obtenido. Los resultados y conclusiones obtenidos revelan la importancia de establecer lazos entre agentes a través de las etiquetas y la utilización de audiovisuales para generar un mayor impacto en la audiencia. Cuestiones de suma relevancia para contribuir a la comunicación del Tercer Sector considerando la falta de recursos humanos y materiales en esta área.
The international community is committed to a joint fight against human trafficking through communication. The objective of this research was to analyze the strategies, content, and effectiveness of the content broadcast on platform X by the Public Administration, the State Security Forces, and NGOs. To this end, 1,236 tweets were examined, coding their main themes, communicative flows, visual and textual elements, and the reach obtained. Thus, this paper presents the results and conclusions obtained, revealing the importance of establishing ties among agents through “tagged” or “mentions” and the use of audiovisual materials to achieve a greater impact on the recipients. Issues of utmost relevance to contribute to the communication of the Third Sector considering the lack of human and material resources in this area.
The international community is committed to a joint fight against human trafficking through communication. The objective of this research was to analyze the strategies, content, and effectiveness of the content broadcast on platform X by the Public Administration, the State Security Forces, and NGOs. To this end, 1,236 tweets were examined, coding their main themes, communicative flows, visual and textual elements, and the reach obtained. Thus, this paper presents the results and conclusions obtained, revealing the importance of establishing ties among agents through “tagged” or “mentions” and the use of audiovisual materials to achieve a greater impact on the recipients. Issues of utmost relevance to contribute to the communication of the Third Sector considering the lack of human and material resources in this area.