The conversation on political issues on Twitter: an analysis of the participation and frames in the debate on the 'Wert law' and evictions in Spain

The aim of this study is to determine which social agents are involved in the political debate on Twitter and whether the interpretive hegemony of actors that have traditionally been the most prominent is tempered by the challenge of framing shared with audiences. The relationship between the interpretations expressed and the profiles of participants is analyzed in comparison with the frames used by mainstream media. The chosen methodology combines content analysis and discourse analysis techniques on a sample of 1,504 relevant tweets posted on two political issues –the approval of the education law LOMCE and the evictions caused by the crisis, which have also been studied in the front pages of four leading newspapers in Spain. The results show a correlation between political issue singularities, frames and the type of discussion depending on the participants.

The Tube on YouTube: TV Series, Media Strategies, and User Tactics in a Transmedia Environment

This study analyzes the traffic generated on YouTube around television series. We selected a sample of 314 short YouTube videos about 21 Spanish TV series that premiered in 2013 by Spain’s three most popular mainstream television networks (Telecinco, Antena 3, and La1). These videos, which together received more than 24 million views, were classified according to two key variables: the nature (official or nonofficial) of the YouTube channel on which they were located and the exclusivity of their content (already broadcast on TV or Web exclusive). The analysis allows us to characterize the strategies used by TV networks on YouTube and the activity of fans as well as their efforts in the construction of a transmedia narrative universe around TV series.