La comunicación digital de las ONG españolas de apoyo al Sáhara

Abstract

La comunicación digital de las ONG españolas de apoyo al Sáhara doxa.comunicación | nº 26, pp. 13-34 | 13 member of the Complutense Research Group for Brand Management and Communication Processes. His main lines of research are the management of intangibles in the corporate brand and the application of new technologies to educational innovation. His latest publication starts one of the topics on which his next research will focus: Mañas-Viniegra, L. (2017). "Digital storytelling in corporate communication: Comparison between IBEX 35 and Dow Jones". The professional of the information, v. 26, n. 6, pp. 1127-1138. Complutense University of Madrid, Spain lmanas@ucm.es ORCID: 0000-0001-9129-5673 Resumen:Esta investigación analiza cuantitativa y cualitativamente las acciones de comunicación que realizan las ONG españolas de apoyo al Sáhara, así como su nivel de profesionalización. Se realizó un estudio exploratorio basado en un análisis de contenido de las webs de las entidades miembro de CEAS, realizando posteriormente entrevistas semiestructuradas a sus responsables para profundizar en la gestión de su comunicación. Como conclusión, se observa un escaso nivel de profesionalización y la necesidad de incorporar a profesionales de la comunicación en redes sociales. Abstract:This research analyses quantitatively and qualitatively the communicative actions carried out by Spanish NGOs in support of Western Sahara, as well as their level of professionalism. An exploratory study was conducted based on content analysis of the websites of members of CEAS (State Coordinating Committee of Solidarity with Western Sahara Associations), and then subsequently carrying out semi-structured interviews with their directors to delve deeper into the management of these NGOs' communications. In conclusion, it has been observed that the level of professionalism is low, and there is a need to incorporate communication specialists in social media.

Fundamental rights of people with disabilities reflected in the social discourse of the main disability organisations in Spain

“…These results seem consistent with the increased effort in social network management that requires visually appealing photography, in the case of Instagram, and quality video recording and editing, in the case of YouTube. Previous research on digital communication of non-profit organisations has already highlighted the minimal professional structure they have in this area, and the result is heavier use of Facebook and Twitter as the two networks are most familiar to older people, who are usually the ones in charge of multiple tasks within these organisations, even regarding charity work (de-Cos-Carrera and Mañas-Viniegra, 2018).…”