Procesos comunicativos entre el Deportivo Independiente Medellín y sus hinchas a través de la red social Twitter
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Date
2020-05-29
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Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
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Open Access
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Abstract
Los equipos de fútbol a través de los años se han sostenido por la existencia de sus hinchas y patrocinadores, sin estos la existencia de ellos no tendría sentido en términos de sostenibilidad. Un club depende de sus clientes y crece institucionalmente cuando la armonía y los buenos resultados son acompañados de una buena empatía con su gente, pero para lograrlo estos deben tener procesos comunicativos que les permitan mantener una relación comercial que beneficie o satisfaga a las dos partes. La comunicación del Deportivo Independiente Medellín siempre ha tratado de funcionar de manera constante, pero los cambios frecuentes de dueños y administraciones han influido en el manejo que le han dado a estas herramientas de comunicación. Esta investigación se desarrolló principalmente con aficionados hinchas del equipo rojo que residen en la ciudad de Medellín y que tienen acceso a las redes sociales principales que maneja el club en especial Twitter. Se analizó os objetivos, estrategias y tácticas de comunicación que emplea el Deportivo Independiente Medellín para interactuar con sus hinchas a través de las redes sociales específicamente de Twitter desde el año 2019; la investigación sobre este fenómeno comunicativo fue posible realizarla por la constante interacción entre las dos partes en este caso el club y sus aficionados; el tema a tratar es interesante para la comunicación social y el periodismo porque aborda unos procesos sociales que dependen de la interacción entre los clubes de fútbol y sus hinchas los cuales son sus principales clientes.
Soccer teams over the years have been sustained by the existence of their fans and sponsors, without their existence would be meaningless in terms of sustainability. A club depends of their clients and grows institutionally when harmony and good results are accompanied by good empathy with their people, but to achieve this they must have communication processes that allow them to maintain a business relationship that benefits or satisfies both components. The communication of Deportivo Independiente Medellín has always tried to function in a constant way but the constant changes of owners and administrations have influenced the management that has been given to these communication tools will be developed mainly with fans of this team who reside in the city of Medellín and who have access to the main social networks that the club manages especially Twitter. Are going to be analyzed the objectives, strategies and communication tactics used by the Deportivo Independiente Medellín to interact with its fans through social networks specifically from twitter since 2019; research on this communicative phenomenon is possible because there is a constant interaction between both parts in this case the club and their fans; the subject is interesting for social communication and journalism because it addresses social processes that depend on the interaction between football clubs and their fans who are their main clients.
Soccer teams over the years have been sustained by the existence of their fans and sponsors, without their existence would be meaningless in terms of sustainability. A club depends of their clients and grows institutionally when harmony and good results are accompanied by good empathy with their people, but to achieve this they must have communication processes that allow them to maintain a business relationship that benefits or satisfies both components. The communication of Deportivo Independiente Medellín has always tried to function in a constant way but the constant changes of owners and administrations have influenced the management that has been given to these communication tools will be developed mainly with fans of this team who reside in the city of Medellín and who have access to the main social networks that the club manages especially Twitter. Are going to be analyzed the objectives, strategies and communication tactics used by the Deportivo Independiente Medellín to interact with its fans through social networks specifically from twitter since 2019; research on this communicative phenomenon is possible because there is a constant interaction between both parts in this case the club and their fans; the subject is interesting for social communication and journalism because it addresses social processes that depend on the interaction between football clubs and their fans who are their main clients.
Description
Analizar las estrategias de comunicación que emplea el Deportivo Independiente Medellín para interactuar con sus hinchas a través de las redes sociales específicamente de Twitter desde el año 2019.
Keywords
Procesos comunicativos, Redes sociales, Herramientas de comunicación, Relación comercial, Equipos de fútbol, Communication processes, Communication tools, Social networks