Digital Communication Engaged in by Spanish Associations of Social Workers in Social Networking Sites: Coalition, Hierarchisation, or Isolation? Comunicación digital de los Colegios de Trabajo Social en España en las redes sociales online: ¿coalición, jerarquización o aislamiento?

In a context of accelerated digital transformation, social networking sites have changed the strategies used in organisational communication. In this article, netnography and socia lnetwork analysis are used to analyse the connectedness, interaction, and leadership processes engaged in by Spanish as...

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Bibliographic Details
Published in:Revista española de investigaciones sociológicas 2022-04, Vol.178 (178), p.39-60
Main Authors: Castillo de Mesa, Joaquín, López Peláez, Antonio, Méndez-Domínguez, Paula, Kirwan, Gloria
Format: Article
Language:Spanish
Subjects:
Communities
Comunidades
Conectividad
Connectedness
Cooperación
Cooperation
Digitalidentity
Identidaddigital
Interacción
Interaction
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Summary:In a context of accelerated digital transformation, social networking sites have changed the strategies used in organisational communication. In this article, netnography and socia lnetwork analysis are used to analyse the connectedness, interaction, and leadership processes engaged in by Spanish associations of socialworkers in online social networks, specifically Facebook and Twitter. Algorithms were used to detect communities that form communication structures that determine the dynamics of cooperation and cohesion. The results show a strongly hierarchical communication structure, where communities tend to closure. Based on the results obtained, a series of strategies are presented to improve the cooperation between the Spanish associations of socialworkers in social networking sites.
ISSN:0210-5233
DOI:10.5477/cis/reis.178.39