Transforming Lasswell´s linear model in the digital football discourse: The level of Youtube communication

Oksana Kyrylova, Oleksandr P. Krupskyi, Alla Bakhmetieva

Resumen

El objetivo del estudio fue explicar cómo la especificidad comunicativa del entorno digital está cambiando el modelo lineal tradicional de Lasswell. Son explorados los cambios que se producen en las unidades estructurales del modelo. Este complejo escenario se examinó a partir del material de 18 blogs de YouTube de éxito dedicados al fútbol, que tienen una audiencia de más de 1,5 millones de suscriptores, un exitoso componente comercial y una escala global de distribución de contenidos. Se comprobó que el moderno ecosistema del periodismo deportivo (el "¿Quién?" y el "¿A quién?" de Lasswell) está experimentando importantes transformaciones en términos de contenido y estructura. Y el hecho de que el periodismo digital moderno ya sea percibido por los usuarios como parte de la vida cotidiana cambia el papel de los creadores de contenidos y de los que consumen estos contenidos. El elemento "¿Con qué efecto?" sigue siendo relevante y el más cercano al clásico, que debido a la interactividad y a la capacidad de objetivar al máximo la efectividad del contenido en los medios sociales, puede convertirse en el principal factor conceptual de la narrativa digitalen el periodismo deportivo moderno

Palabras clave

modelo de comunicación de lasswell; discurso futbolístico; narrativa de medios digitales;

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