1887
Volume 33, Issue 1
  • ISSN 0213-2028
  • E-ISSN: 2254-6774
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Abstract

Resumen

La comunicación entre empresa y cliente ha cambiado con la irrupción de las redes sociales en la comunicación corporativa: la comunicación bidireccional (empresa a cliente) se ha transformado en multidireccional (cliente a cliente o cliente a empresa) y el elemento emocional ha entrado a formar parte de ese mensaje. Este estudio analiza cómo se comunican las emociones en las redes sociales de las organizaciones. El objetivo es descubrir qué estrategias multimodales de evaluación, intensificación o aproximación describen o evocan las emociones. El análisis, metodológicamente cuantitativo, está basado en un corpus conformado por un total de 3128 publicaciones (41287 palabras); estas entradas se recogieron de forma manual en el último trimestre de 2016 de la cuenta de Facebook del grupo Dia y se organizaron en tres : publicados por la empresa, comentarios de la empresa y comentarios de los seguidores. Los resultados permiten extraer las siguientes conclusiones: (1) la alta frecuencia de con contenido emocional en la comunicación digital de las empresas, especialmente a través de redes como Facebook; (2) la prevalencia de las emociones positivas en los tres ; (3) la homogeneidad en el uso de recursos verbales y no verbales de estrategias de evaluación, intensidad y aproximación en los tres ; excepción hecha de los recursos icono-gráficos de intensidad, que es más libre en los comentarios de los seguidores.

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2020-08-21
2020-09-26
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  • Article Type: Research Article
Keyword(s): análisis discursivo , corporate page , discursive analysis , emoción , emotion , facebook and página corporativa
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