Decentralization of communication in Social Media. Case Study: Online Communication Strategy of the “Save a Heart” Association
Decentralization of communication in Social Media. Case Study: Online Communication Strategy of the “Save a Heart” Association

Summary/Abstract: Media communication systems have experienced a radical change in their functionalmechanisms, at the same time with the development of the online social networks, where the onlinepublic has become an important factor for decentralization and influencing the message in its socialgroups (strong ties). The aims of this research are analyzing how the online message travels fromtransmitter to the weak links of the transmitter, by involving the strong links and also analyzing thedegree to which the message of the transmitter is discussed in social groups of the strong links comparedwith the messages debated on the Facebook source-page. Following the analysis, we can clearly observethat the message published by the transmitter on the source-page reach the weak links, due to the strongties involved. Also, we noticed that the Facebook page of the “Save a Heart” Association is used bystrong ties (fans) to a greater extent as a source to disseminate the message to their social groups andless as a space for debating the message of the transmitter.

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