Consumption and engagement of news published on social networks by Spanish and European newspapers

Abstract

In a context of declining readership over the last decade when nearly half of young people never read, social networks provide traffic to online published news stories and possibilities for greater interaction with audiences. For this reason, a quantitative and qualitative analysis is being carried out with regard to content published on social networks by the ten principle Spanish and European newspapers, in which the greatest amount of interaction is found in the section related to Culture, Society and Events, highlighted by the performance of El País and La Vanguardia on social networks when compared to European news-papers. Affinity with the topics published is more important than quantity, and access to digital newspapers through WhatsApp is growing as a result of the need to take advantage of the potential of Instagram stories, for which it will be necessary to adapt the narrative.