La cibermisoginia como clickbait: un análisis de las noticias publicadas en la web del diario La República sobre la actriz peruana Mayra Couto entre mayo y agosto del 2020
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2023-06-16
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Pontificia Universidad Católica del Perú
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El auge de los medios sociales en los últimos años trajo consigo que los medios de
comunicación también migren a las plataformas como Facebook, Twitter, Youtube, Tiktok, etc.,
y que adapten su contenido periodístico para cada red social. Sin duda, dicha adaptación ocurrió
en un contexto de crisis económica y de una cada vez menor credibilidad del oficio periodístico.
En ese sentido, el trabajo serio del periodismo ha dado paso también a malas prácticas que
inciden en la propagación de noticias falsas y en la utilización de estrategias discutibles. Una
de ellas, es el clickbait, una técnica que sirve como anzuelo para los internautas y que despierta
su curiosidad, mediante titulares exagerados, con interrogantes o con símbolos, así como con
información incompleta y, muchas veces, falsa. Todo con el fin de que el lector se interese por
el tema y entre al enlace.
Precisamente, la presente investigación indaga en cómo el clickbait sirve para fomentar
comentarios misóginos en los espacios digitales periodísticos del Perú. En ese sentido, esta
tesis estudiará las noticias web de La República entre mayo y agosto del 2020 relacionadas a
la actriz peruana Mayra Couto, quien constantemente ha sido víctima de comentarios
misóginos y ha sido noticia por sus declaraciones. Para ello, se utilizaron tres técnicas: el
análisis crítico del discurso de Van Leeuwen (1996), a fin de analizar la representación de la
imagen de Mayra Couto; el análisis de contenido de García et al. (2019), para identificar la
tipología del clickbait; y las entrevistas a profundidad, en las cuales participaron cinco
redactores de la sección de Espectáculos de La República del 2020. El fin de estas entrevistas
es conocer el proceso de construcción de una noticia desde dentro de la redacción de
Espectáculos de La República en el 2020.
Entre los principales resultados, se concluye que Mayra Couto es un personaje que genera
mucho tráfico en los medios sociales y en la web, por eso se producen, en gran cantidad,
noticias acerca de ella, y para hacer la nota más atractiva, se emplean diversos tipos de clickbait
que apelan a la masculinidad hegemónica. Por último, el enfoque de la redacción incita que
Mayra sea criticada y expuesta a ser víctima de acoso y cibermisoginia por parte de los lectores.
The rise of social media in recent years has led the media to migrate to platforms such as Facebook, Twitter, YouTube, Tiktok, etc., and to adapt their journalistic content to each social network. Undoubtedly, such adaptation occurred in a context of economic crisis and a decreasing credibility of the journalistic profession. In this sense, the serious work of journalism has also given way to bad practices that affect the spread of false news and the use of questionable strategies. One of them is clickbait, a technique that serves as a bait for Internet users and arouses their curiosity through exaggerated headlines, with question marks or symbols, as well as incomplete and often false information. All with the aim of getting the reader interested in the subject and to enter the link. Precisely, this research investigates how clickbait serves to promote misogynist comments in digital journalistic spaces. In that sense, this thesis will study the web news of La República betweenMay and August 2020 related to the peruvian actressMayra Couto, who has constantly been the victim of misogynist comments and has been in the news for her statements. For this purpose, three techniques were used: the critical discourse analysis of Van Leeuwen (1996), in order to analyze the representation of Mayra Couto's image; the content analysis of García et al. (2019), to identify the typology of clickbait; and in-depth interviews, in which five editors from the Espectáculos section of 2020 took part. The purpose of these interviews is to know the process of construction of a news item from within the Espectáculos newsroom of La República in 2020. Among the main results, it is concluded that Mayra Couto is a character that generates a lot of traffic in social media and on the web, that is why news about her are produced, in great quantity, and to make the note more attractive, various types of clickbait are used. Finally, the editorial approach encourages Mayra to be criticized and exposed to harassment and cybermisogyny.
The rise of social media in recent years has led the media to migrate to platforms such as Facebook, Twitter, YouTube, Tiktok, etc., and to adapt their journalistic content to each social network. Undoubtedly, such adaptation occurred in a context of economic crisis and a decreasing credibility of the journalistic profession. In this sense, the serious work of journalism has also given way to bad practices that affect the spread of false news and the use of questionable strategies. One of them is clickbait, a technique that serves as a bait for Internet users and arouses their curiosity through exaggerated headlines, with question marks or symbols, as well as incomplete and often false information. All with the aim of getting the reader interested in the subject and to enter the link. Precisely, this research investigates how clickbait serves to promote misogynist comments in digital journalistic spaces. In that sense, this thesis will study the web news of La República betweenMay and August 2020 related to the peruvian actressMayra Couto, who has constantly been the victim of misogynist comments and has been in the news for her statements. For this purpose, three techniques were used: the critical discourse analysis of Van Leeuwen (1996), in order to analyze the representation of Mayra Couto's image; the content analysis of García et al. (2019), to identify the typology of clickbait; and in-depth interviews, in which five editors from the Espectáculos section of 2020 took part. The purpose of these interviews is to know the process of construction of a news item from within the Espectáculos newsroom of La República in 2020. Among the main results, it is concluded that Mayra Couto is a character that generates a lot of traffic in social media and on the web, that is why news about her are produced, in great quantity, and to make the note more attractive, various types of clickbait are used. Finally, the editorial approach encourages Mayra to be criticized and exposed to harassment and cybermisogyny.
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Palabras clave
Redes sociales, Periódicos electrónicos, Violencia contra la mujer, Couto, Mayra
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