Mobilizing news media audiences: models for the activation of relevance and engagement in audiences
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- dc.contributor.author Castells-Fos, Llúcia
- dc.contributor.author Codina, Lluís
- dc.contributor.author Pont Sorribes, Carles
- dc.date.accessioned 2025-10-10T06:19:14Z
- dc.date.available 2025-10-10T06:19:14Z
- dc.date.issued 2025
- dc.description.abstract The MAREA (Models for the Activation of Relevance and Engagement in Audiences) framework offers a practical methodology for media outlets to assess and enhance their relevance and engagement capacity, crucial elements for their long-term economic sustainability. This model operationalizes media sustainability through three fundamental dimensions: reputation, visibility, and audience loyalty. MAREA proposes a set of 337 actions and 226 metrics, synthesized into seven main action parameters: scale, user orientation, organizational development, churn prevention, editorial identity, transparency, and institutional recognition. These parameters, alongside clear metrics, enable media organizations, especially smaller ones with limited resources, to identify areas for improvement and develop concrete action plans. The chapter details each parameter, illustrates its application with a hypothetical case, and emphasizes the importance of reinterpreting metrics beyond mere visibility to encompass reputation and audience loyalty, thereby facilitating proactive management and greater resilience in a changing media environment.
- dc.description.sponsorship This work is part of the Project “Parameters and strategies to increase the relevance of media and digital communication in society: curation, visualisation and visibility (CUVICOM)”. Grant PID2021-123579OB-I00 funded by MICIU/AEI/10.13039/501100011033 and by ERDF, EU.
- dc.format.mimetype application/pdf
- dc.identifier.citation Castells-Fos L, Codina L, Pont-Sorribes C. Mobilizing news media audiences: models for the activation of relevance and engagement in audiences. In: Guallar J, Vállez M, Ventura-Cisquella A, coordinators. Digital communication: trends and good practices. Barcelona: Ediciones Profesionales de la Información; 2025. p. 104-18. DOI: 10.3145/cuvicom.08.eng
- dc.identifier.uri http://hdl.handle.net/10230/71466
- dc.language.iso eng
- dc.publisher Ediciones Profesionales de la Información
- dc.relation.projectID info:eu-repo/grantAgreement/ES/3PE/PID2021-123579OB-I00
- dc.rights Work distributed under a licenseCC BY-NC-SA 4.0
- dc.rights.accessRights info:eu-repo/semantics/openAccess
- dc.rights.uri http://creativecommons.org/licenses/by-nc-sa/4.0/
- dc.subject.keyword News media sustainability
- dc.subject.keyword Relevance
- dc.subject.keyword Engagement
- dc.subject.keyword Audience
- dc.subject.keyword MAREA
- dc.subject.keyword Framework
- dc.title Mobilizing news media audiences: models for the activation of relevance and engagement in audiences
- dc.type info:eu-repo/semantics/bookPart
- dc.type.version info:eu-repo/semantics/publishedVersion