A discrete proposal: Appeals to the social networks of popular programmes in Europe

Abstract

This article shows the results of an empirical research dealing with on-screen appeal strategies calling for the use of social networks during the most-watched programmes on general DTT channels in France, Germany, Italy, Spain and the United Kingdom in 2016-2017.Theaimistoidentifyhowthe attention of social audiences is sought while the broadcast is taking place and what form these appeals acquire in the narrative and structure of formats. The contentanalysisshowstheresourcesand strategiesused,thedifferencesaccording to country, channel ownership and programme genre, and the hegemonic useofhashtagsandtheuniquestrategies of info-show in commercial channels.