SciELO - Scientific Electronic Library Online

 
vol.9 issue18Narrative Journalism or a Way of Leaving a Mark of a Society from a Period of TimeCommercial sexual exploitation in Chile: discursive ambiguities and contradictions author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Services on Demand

Journal

Article

Indicators

Related links

  • On index processCited by Google
  • Have no similar articlesSimilars in SciELO
  • On index processSimilars in Google

Share


Anagramas -Rumbos y sentidos de la comunicación-

Print version ISSN 1692-2522On-line version ISSN 2248-4086

Abstract

BELLON RODRIGUEZ, Ana  and  SIXTO GARCIA, José. Application and use of 2.0 Web and about social networks in specialized scientific communication: from viral marketing to active user. anagramas rumbos sentidos comun. [online]. 2011, vol.9, n.18, pp.61-70. ISSN 1692-2522.

This article analyzes the use of Spanish scientific entities of the 2.0 Web for spreading their scientific-technical activities and information. For this purpose, we have chosen ''Science Week'' as the temporal framework. ''Science Week'' is the most important annual scientific communication event held in Spain. Based on the hypothesis that web becomes the main spreading channel in this event for the public to be updated with activities, we do research on push and pull strategies for capturing audience and extension of the a priori segment-niche which is strongly limited to the specialization until its extension to a wider and then more general audience. Application that these organisms have made of 2.0 Web and social networks in 2009 to increase their communication possibilities by applying viral and buzz techniques has been especially interesting. This application is intended to make audiences adopt a proactive spreading attitude of science among profiles of users who share expectations and aspirations with relation to the scientific world.

Keywords : scientific communication; specialized cyber-media; 2.0 environment; social networks.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )

 

Creative Commons License All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License