Generación Z y redes sociales: Nuevas formas de narración de la televisión pública europea
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Publicado
27-06-2025
Juan Manuel Prieto-Arosa
Marta Rodriguez-Castro Miguel Túñez-López
https://orcid.org/0000-0001-6630-737X
Marta Rodriguez-Castro Miguel Túñez-López
Resumen
Este estudio analiza cómo RTBF, RTVE y BBC usan Instagram y TikTok para conectar con la Generación Z y expandir su narrativa. Mediante un análisis de contenido de los perfiles de Instagram y TikTok de la BBC, RTBF y RTVE, realizado entre octubre y diciembre de 2024, se identificaron tres estrategias principales: autopromoción (BBC, RTVE), eventos en directo (RTVE) y contenido exclusivo (RTBF). Los resultados muestran que RTVE logra mayor interacción con influencers, BBC redirige a su plataforma digital iPlayer y RTBF crea contenido original. Se concluye que, aunque las redes amplían la presencia de la televisión pública, estos medios priorizan la migración de la audiencia a sus plataformas sin ceder el control narrativo a los jóvenes.
Cómo citar
Prieto-Arosa, J. M., Rodríguez-Castro, M., & Túñez-López, J. M. (2025). Generación Z y redes sociales: Nuevas formas de narración de la televisión pública europea. ZER. Revista De Estudios De Comunicación, 30(58). https://doi.org/10.1387/zer.27383
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Keywords
PSM, redes sociales, narrativa expandida, Generación Z, interacción digital, audiencias jóvenes
References
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Breguła, D., & Nizet, L. (2023). Valuable Young Audiences. Recuperado de https://valuableyoungaudiences.com
Buckingham, D. (2019). The Media Education Manifesto. Polity Press.
Burgess, J., & Green, J. (2018). YouTube: Online Video and Participatory Culture (2nd ed.). Polity Press. Recuperado de: https://cutt.ly/veDna2q4
Clouet, M. E., & Lozada, V. (2023). ¿El mundo está preparado para la Gen Z?. Nuevas Tendencias, (110), 32-34.
Costera Meijer, I. (2007). The paradox of popularity: How young people experience the news. Amsterdam: RIPE Conference. Recuperado de: https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=461c9189dd217ddd6c93c7564af258be13ca32fa
Costera Meijer, I. (2023). Veranderend mediagebruik door jongeren Implicaties voor de rol en betekenis van de journalistiek in een democratie. Den Haag: Wetenschappelijke Raad voor het Regeringsbeleid. E-IBSN: 978 90 832 90 87 4. Recuperado de: https://cutt.ly/uePQzBpL
Couldry, N. & Hepp, A. (2016). The Mediated Construction of Reality. Cambridge, UK: Polity Press. Recuperado de: https://cutt.ly/PeOEUGNA
D’Arma, A., Raats, T., & Steemers, J. (2021). Public service media in the age of SVoDs: A comparative study of PSM strategic responses in Flanders, Italy and the UK. Media, Culture & Society, 43(4), 682-700. https://doi.org/10.1177/0163443720972909
Dawson, P., & Mäkelä, M. (2020). The Story Logic of Social Media: Co-Construction and Emergent Narrative Authority. Style, 54(1), 21–35. https://doi.org/10.5325/style.54.1.0021
De Fina, A. (2016). Storytelling and audience reactions in social media. Language in Society, 45, 473-498. https://doi.org/10.1017/S0047404516000051.
Doyle, G. (2010). From Television to Multi-Platform: Less from More or More for Less? Convergence, 16(4), 431-449. https://doi.org/10.1177/1354856510375145
Dragomir, M., & Túñez López, M. (2024). How public service media are changing in the platform era: A comparative study across four European countries. European Journal of Communication, 39(6), 608-624. https://doi.org/10.1177/02673231241290062
EBU (2018). Empowering society: A declaration on the core values of public service media. Geneva: EBU. Recuperado de: https://www.ebu.ch/files/live/sites/ebu/files/Publications/EBU-Empowering-Society_EN.pdf
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Gómez-Puertas, L., Figueras-Maz, M. & Tortajada, I. (2021). Fans, activistas digitales y ciudadanía red. En Quintás-Froufe, N. & González-Neira, A. (coords.) Los estudios de la audiencia. De la tradición a la innovación. Editorial Gedisa: Comunicación, pp. 113-134.
Hagar, N., & Diakopoulos, N. (2023). Algorithmic indifference: The dearth of news recommendations on TikTok. New Media & Society, 25(6), https://doi.org/10.1177/14614448231192964
Hallin, D. C., & Mancini, P. (2004). Comparing media systems: Three models of media and politics. Cambridge University Press.
Iosifidis, P. (2007). Public television in the digital era: Technological challenges and new strategies for Europe. Palgrave Macmillan.
Izquierdo-Castillo, J. (2022). La televisión pública y la audiencia infantil: Valores y funciones en la era digital. Anàlisi: Quaderns de Comunicació i Cultura, 66, 155-170. https://doi.org/10.5565/rev/analisi.3345
Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. NYU Press. http://www.jstor.org/stable/j.ctt9qffwr
Karadimitriou, A., & Papathanassopoulos, S. (2024). Public service media in the platform era: The cases of Britain, Denmark, and Greece. Journal Media, 5(2), 646-670. https://doi.org/10.3390/journalmedia5020043
Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2002). Content analysis in mass communication: Assessment and reporting of intercoder reliability. Human Communication Research, 28(4), 587-604
Martín-Critikián, D., & Medina-Núñez, M. (2021). Redes sociales y la adicción al like de la Generación Z. Revista De Comunicación Y Salud, 11, 55–76. https://doi.org/10.35669/rcys.2021.11.e281
Moe, H. (2024). Embrace or leave social media? On the viability of public service media organizations’ strategies facing platform power. European Journal of Communication, 39(6), 595-607. https://doi.org/10.1177/02673231241290097
Möller, J. (2021). Filter bubbles and digital echo chambers. En H. Tumber & S. Waisbord (Eds.), The Routledge companion to media disinformation and populism (pp. 92–100). Routledge.
Molyneux, L. (2017). Mobile News Consumption: A habit of snacking. Digital Journalism, 6(5), 634–650. https://doi.org/10.1080/21670811.2017.1334567
Nettleford, W. (2022). Public service news for young people – Where next? The Children’s Media Foundation. Recuperado el 4 de marzo de 2025, de https://www.thechildrensmediafoundation.org/public-service-media-report/articles/public-service-news-for-young-people-where-next
Newman, N., Fletcher, R., Eddy, K., Robertson, C. T., & Nielsen, R. K. (2024). Digital News Report 2024. Reuters Institute. https://reutersinstitute.politics.ox.ac.uk/es/digital-news-report/2024
Olsen, R. Kr., Tenenboim, O., Hess, K., Westlund, O., Lindén, C. G., & Broersma, M. (2024). Platform paradoxes and public service media legitimacy: a cross-national study. Information,
Communication & Society, 1–18. https://doi.org/10.1080/1369118X.2024.2353783
Pérez-Escolar, M., Alcaide-Pulido, P., & Del Toro, A. (2023). Nuevos referentes informativos de la Generación Z: Estudio del rol de los y las influencers en TikTok como divulgadores/as de contenidos . Revista Prisma Social, (40), 262–288. Recuperado de: https://revistaprismasocial.es/article/view/4863
Reviglio, U., & Agosti, C. (2020). Thinking outside the black-box: The case for ‘algorithmic sovereignty’ in social media. Sociology of Media & Society, 6, 1–10. https://doi.org/10.1177/2056305120915613
Robotham, A. T. (2021). What Were You Synching? An Ethnographic Study of News Scheduling at a Digital First Legacy Newspaper. Digital Journalism, 11(6), 1005–1025. https://doi.org/10.1080/21670811.2021.1988860
Rodríguez-Vázquez, A.I., Lago-Vázquez, D. & Direito-Rebollal, S. (2017). Uses and Trends of Social Networks by Public Service Media in Europe in Rocha, A., Correia, A.M., Adeli, H., Reis, L.P. &
Constanzo, S. (eds.). Recent Advances in Information Systems and Technologies (pp. 101-110). https://doi.org/10.1007/978-3-319-56541-5_12
Sehl, A. (2020). Public Service Media in a Digital Media Environment: Performance from an Audience Perspective. Media and Communication, 8(3), 359-372. https://doi.org/10.17645/mac.v8i3.3141
Sehl, A., Cornia, A., & Nielsen, R. K. (2016). Public service news and digital media. Reuters Institute for the Study of Journalism. Recuperado de: https://reutersinstitute.politics.ox.ac.uk/our-research/public-service-news-and-digital-media
Stollfuß, S. (2018). Is This Social TV 3.0? On Funk and Social Media Policy in German Public Post-television Content Production. Television & New Media, 20(5), 509-524. https://doi.org/10.1177/1527476418755514
Swart, J., Groot Kormelink, T., Costera Meijer, I., & Broersma, M. (2022). Advancing a Radical Audience Turn in Journalism. Fundamental Dilemmas for Journalism Studies, Digital Journalism, 10(1), 8-22. https://doi.org/10.1080/21670811.2021.2024764
Twenge, J. M. (2017). iGen: Why today's super-connected kids are growing up less rebellious, more tolerant, less happy—and completely unprepared for adulthood. Atria Books.
Vaz-Álvarez, M., Fieiras-Ceide, C., & Túñez-López, M. (2021). Experiencias de co-creación en medios de servicio público europeos: Visión y tendencias. AdComunica, (21), 71–84. https://doi.org/10.6035/2174-0992.2021.21.5
Boyd, d. (2014). It’s complicated: The social lives of networked teens. Yale University Press. ISBN 978-0-300-16631-6.
Breguła, D., & Nizet, L. (2023). Valuable Young Audiences. Recuperado de https://valuableyoungaudiences.com
Buckingham, D. (2019). The Media Education Manifesto. Polity Press.
Burgess, J., & Green, J. (2018). YouTube: Online Video and Participatory Culture (2nd ed.). Polity Press. Recuperado de: https://cutt.ly/veDna2q4
Clouet, M. E., & Lozada, V. (2023). ¿El mundo está preparado para la Gen Z?. Nuevas Tendencias, (110), 32-34.
Costera Meijer, I. (2007). The paradox of popularity: How young people experience the news. Amsterdam: RIPE Conference. Recuperado de: https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=461c9189dd217ddd6c93c7564af258be13ca32fa
Costera Meijer, I. (2023). Veranderend mediagebruik door jongeren Implicaties voor de rol en betekenis van de journalistiek in een democratie. Den Haag: Wetenschappelijke Raad voor het Regeringsbeleid. E-IBSN: 978 90 832 90 87 4. Recuperado de: https://cutt.ly/uePQzBpL
Couldry, N. & Hepp, A. (2016). The Mediated Construction of Reality. Cambridge, UK: Polity Press. Recuperado de: https://cutt.ly/PeOEUGNA
D’Arma, A., Raats, T., & Steemers, J. (2021). Public service media in the age of SVoDs: A comparative study of PSM strategic responses in Flanders, Italy and the UK. Media, Culture & Society, 43(4), 682-700. https://doi.org/10.1177/0163443720972909
Dawson, P., & Mäkelä, M. (2020). The Story Logic of Social Media: Co-Construction and Emergent Narrative Authority. Style, 54(1), 21–35. https://doi.org/10.5325/style.54.1.0021
De Fina, A. (2016). Storytelling and audience reactions in social media. Language in Society, 45, 473-498. https://doi.org/10.1017/S0047404516000051.
Doyle, G. (2010). From Television to Multi-Platform: Less from More or More for Less? Convergence, 16(4), 431-449. https://doi.org/10.1177/1354856510375145
Dragomir, M., & Túñez López, M. (2024). How public service media are changing in the platform era: A comparative study across four European countries. European Journal of Communication, 39(6), 608-624. https://doi.org/10.1177/02673231241290062
EBU (2018). Empowering society: A declaration on the core values of public service media. Geneva: EBU. Recuperado de: https://www.ebu.ch/files/live/sites/ebu/files/Publications/EBU-Empowering-Society_EN.pdf
Giones-Valls, A., & Serrat-Brustenga, M. (2010). La gestión de la identidad digital: una nueva habilidad informacional y digital. BiD: textos universitaris de biblioteconomia i documentació, 24 (junio). Recuperado de: https://bid.ub.edu/24/giones2.htm
Gómez-Puertas, L., Figueras-Maz, M. & Tortajada, I. (2021). Fans, activistas digitales y ciudadanía red. En Quintás-Froufe, N. & González-Neira, A. (coords.) Los estudios de la audiencia. De la tradición a la innovación. Editorial Gedisa: Comunicación, pp. 113-134.
Hagar, N., & Diakopoulos, N. (2023). Algorithmic indifference: The dearth of news recommendations on TikTok. New Media & Society, 25(6), https://doi.org/10.1177/14614448231192964
Hallin, D. C., & Mancini, P. (2004). Comparing media systems: Three models of media and politics. Cambridge University Press.
Iosifidis, P. (2007). Public television in the digital era: Technological challenges and new strategies for Europe. Palgrave Macmillan.
Izquierdo-Castillo, J. (2022). La televisión pública y la audiencia infantil: Valores y funciones en la era digital. Anàlisi: Quaderns de Comunicació i Cultura, 66, 155-170. https://doi.org/10.5565/rev/analisi.3345
Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. NYU Press. http://www.jstor.org/stable/j.ctt9qffwr
Karadimitriou, A., & Papathanassopoulos, S. (2024). Public service media in the platform era: The cases of Britain, Denmark, and Greece. Journal Media, 5(2), 646-670. https://doi.org/10.3390/journalmedia5020043
Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2002). Content analysis in mass communication: Assessment and reporting of intercoder reliability. Human Communication Research, 28(4), 587-604
Martín-Critikián, D., & Medina-Núñez, M. (2021). Redes sociales y la adicción al like de la Generación Z. Revista De Comunicación Y Salud, 11, 55–76. https://doi.org/10.35669/rcys.2021.11.e281
Moe, H. (2024). Embrace or leave social media? On the viability of public service media organizations’ strategies facing platform power. European Journal of Communication, 39(6), 595-607. https://doi.org/10.1177/02673231241290097
Möller, J. (2021). Filter bubbles and digital echo chambers. En H. Tumber & S. Waisbord (Eds.), The Routledge companion to media disinformation and populism (pp. 92–100). Routledge.
Molyneux, L. (2017). Mobile News Consumption: A habit of snacking. Digital Journalism, 6(5), 634–650. https://doi.org/10.1080/21670811.2017.1334567
Nettleford, W. (2022). Public service news for young people – Where next? The Children’s Media Foundation. Recuperado el 4 de marzo de 2025, de https://www.thechildrensmediafoundation.org/public-service-media-report/articles/public-service-news-for-young-people-where-next
Newman, N., Fletcher, R., Eddy, K., Robertson, C. T., & Nielsen, R. K. (2024). Digital News Report 2024. Reuters Institute. https://reutersinstitute.politics.ox.ac.uk/es/digital-news-report/2024
Olsen, R. Kr., Tenenboim, O., Hess, K., Westlund, O., Lindén, C. G., & Broersma, M. (2024). Platform paradoxes and public service media legitimacy: a cross-national study. Information,
Communication & Society, 1–18. https://doi.org/10.1080/1369118X.2024.2353783
Pérez-Escolar, M., Alcaide-Pulido, P., & Del Toro, A. (2023). Nuevos referentes informativos de la Generación Z: Estudio del rol de los y las influencers en TikTok como divulgadores/as de contenidos . Revista Prisma Social, (40), 262–288. Recuperado de: https://revistaprismasocial.es/article/view/4863
Reviglio, U., & Agosti, C. (2020). Thinking outside the black-box: The case for ‘algorithmic sovereignty’ in social media. Sociology of Media & Society, 6, 1–10. https://doi.org/10.1177/2056305120915613
Robotham, A. T. (2021). What Were You Synching? An Ethnographic Study of News Scheduling at a Digital First Legacy Newspaper. Digital Journalism, 11(6), 1005–1025. https://doi.org/10.1080/21670811.2021.1988860
Rodríguez-Vázquez, A.I., Lago-Vázquez, D. & Direito-Rebollal, S. (2017). Uses and Trends of Social Networks by Public Service Media in Europe in Rocha, A., Correia, A.M., Adeli, H., Reis, L.P. &
Constanzo, S. (eds.). Recent Advances in Information Systems and Technologies (pp. 101-110). https://doi.org/10.1007/978-3-319-56541-5_12
Sehl, A. (2020). Public Service Media in a Digital Media Environment: Performance from an Audience Perspective. Media and Communication, 8(3), 359-372. https://doi.org/10.17645/mac.v8i3.3141
Sehl, A., Cornia, A., & Nielsen, R. K. (2016). Public service news and digital media. Reuters Institute for the Study of Journalism. Recuperado de: https://reutersinstitute.politics.ox.ac.uk/our-research/public-service-news-and-digital-media
Stollfuß, S. (2018). Is This Social TV 3.0? On Funk and Social Media Policy in German Public Post-television Content Production. Television & New Media, 20(5), 509-524. https://doi.org/10.1177/1527476418755514
Swart, J., Groot Kormelink, T., Costera Meijer, I., & Broersma, M. (2022). Advancing a Radical Audience Turn in Journalism. Fundamental Dilemmas for Journalism Studies, Digital Journalism, 10(1), 8-22. https://doi.org/10.1080/21670811.2021.2024764
Twenge, J. M. (2017). iGen: Why today's super-connected kids are growing up less rebellious, more tolerant, less happy—and completely unprepared for adulthood. Atria Books.
Vaz-Álvarez, M., Fieiras-Ceide, C., & Túñez-López, M. (2021). Experiencias de co-creación en medios de servicio público europeos: Visión y tendencias. AdComunica, (21), 71–84. https://doi.org/10.6035/2174-0992.2021.21.5
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