Greta Thunberg como personaje viralizador de los tuit del sector informativo durante la cumbre del clima COP25

Rafael Carrasco Polaino; Ernesto Villar Cirujano

doi:10.35742/rcci.2021.26.e116

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Published: May 5, 2021

DOI: https://doi.org/10.35742/rcci.2021.26.e116

Keywords:

COP25, Twitter, Greta Thunberg, engagement, journalism, climate change

Rafael Carrasco Polaino

Complutense University of Madrid

Ernesto Villar Cirujano

Villanueva University

Abstract

Introduction: The research aims to assess the media coverage of Greta Thunberg during the COP25 climate summit and her interactions with the media on Twitter, as well as how media entities leveraged her persona to enhance their social media impact. Methodology: Non-parametric statistical tests were used to classify tweets published by media outlets regarding mentions of Greta Thunberg, analyzing the engagement generated by tweets mentioning the Swedish activist versus those that did not. The effect of multimedia elements, URLs, or text-only on the messages' engagement was also examined. Results: Tweets mentioning @GretaThunberg generated higher engagement than those merely including her name. It was found that the activist did not interact with accounts mentioning her. Tweets with multimedia elements and URLs achieved higher engagement than text-only tweets. Discussion: The strategy of media outlets using Greta Thunberg's figure on Twitter and how specific content characteristics affect engagement are discussed. Conclusions: Directly mentioning @GretaThunberg and including multimedia elements and URLs in tweets are effective strategies for increasing engagement on Twitter, highlighting Thunberg's lack of direct interaction with the media.

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How to Cite

Carrasco Polaino, R., & Villar Cirujano, E. (2021). Greta Thunberg as a viral character in the tweets of the information sector during the COP25 climate summit . Revista De Ciencias De La Comunicación E Información, 26, 1–13. https://doi.org/10.35742/rcci.2021.26.e116

Issue

Volume 26 (2021)

Section

ICTs and social movements, media entities and new audio languages

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Author Biographies

Rafael Carrasco Polaino, Complutense University of Madrid

Associate Professor in the Department of Journalism and New Media at the Complutense University of Madrid. He teaches subjects related to Information Technology, and, specifically, with digital media and its tools. He has training and experience in the field of design and communication at both a professional and academic level. In the field of research, his work focuses mainly on the study of social media through social networkanalysis (SNA) and statistics. He has applied these study methodologies in scientific research published in different impact journals. His research work focused on the aforementioned methodologies is developed after his research stay at the Media Innovation Lab of the University of Vienna.

Ernesto Villar Cirujano, Villanueva University

Associate Professor at the Villanueva University, of which he is the director of the Degree in Journalism. Doctor in Journalism (UCM) and Master’s Degree in Contemporary History from the Autonomous University of Madrid. Professor of Specialized Journalism, technology, and writing subjects. He is a member of several research projects and an author of scientific publications in impact journals on Journalism, social networks, and History. Author of the books Los espías de Suárez(Espasa, 2015) and Todos quieren matar a Carrero(Libros Libres, 2011). Active journalist.

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