Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 51
October - December 2024 e-ISSN 2550-6862. pp 66-78
DOI https://doi.org/10.31876/er.v8i50.876
Content Analysis in the Publications of the digital media
CDL Noticias: An Exploratory Study
Análisis de Contenido en las Publicaciones del medio digital CDL Noticias:
Un Estudio Exploratorio
Belén Carolina Anchatuña Mullo*
Alexander Darío Lascano Cevallos*
Received: May 02, 2024
Approved: September 09, 2024
Abstract
This article is an exploratory study that aims to analyze the content of
local and national news published in the digital media "CDL Noticias"
during the month of November 2023. In this writing, a qualitative
methodology was applied, which was developed through a content
analysis, seeking to understand the informative panorama of the
medium and to evaluate the importance that CDL assigns to each
type of content by means of an observation sheet. The results
highlighted in this research made it possible to identify the
predominant topics, the approaches used and the frequency with
which different types of news are addressed.
Keywords:
content analysis, CDL News, local news, national news,
news landscape, media agenda
* Student of Communication Universidad
Técnica de Cotopaxi,
belen.carolinaam@gmail.com,
https://orcid.org/0009-0000-1881-5089
Master in Institutional and Corporate
Journalistic Communication, Teacher
investigador.alexander.lascano@utc.edu.ec,
https://orcid.org/0000-0002-9024-7853
Anchatuña, B., Lascano, A. (2024)
Content Analysis in the Publications
of the digital media CDL Noticias:
An Exploratory Study. Espirales
Revista Multidisciplinaria de
investigación científica, 8 (51), 66-78
Belén Carolina Anchatuña Mullo, Alexander Darío Lascano Cevallos
Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 51
October - December 2024 e-ISSN 2550-6862. pp 66-78
67
Introduction
For a long time, the media have maintained their role as producers and disseminators
of information, focusing predominantly on social phenomena linked to power. Edward
S. Herman and Noam Chomsky, in their work "Manufacturing Consent" (1988), argue
that "the media operate as filtering systems that privilege certain perspectives while
marginalizing others". This mechanism not only restricts public debate, but also
reinforces existing power structures in such contexts.
For a long time, the media have maintained their role as producers and disseminators
of information, focusing predominantly on social phenomena linked to power. Edward
S. Herman and Noam Chomsky, in their book "Manufacturing Consent", argue that "the
media function as filtering systems that favor certain points of view and exclude others"
(1988), which limits public debate and reinforces the existing power structures within
these scenarios.
Manuel Castells argues that the media have evolved significantly, moving towards a
new era of communication characterized by interactivity, personalization and mobility.
Castells not only recognizes the digital transformation of the media, but also warns
about the emerging challenges in this new environment, such as the erosion of privacy,
information manipulation and the concentration of media power in a small number of
actors. It is undeniable that the media have undergone a radical transformation,
migrating to digital platforms, which means that citizens are increasingly consuming
information through mobile devices and in some cases through computers. In this
context, networks such as Facebook play a fundamental and significant role in
disseminating information, so it is essential to analyze the importance assigned by
digital media to the news content of local and national media attention, therefore, what
is sought is a better understanding of the news agenda of the digital media CDL noticias
Resumen
Este artículo es un estudio exploratorio que tiene como objetivo
analizar el contenido de las noticias locales y nacionales publicadas
en el medio digital "CDL Noticias" durante el mes de noviembre de
2023. En este escrito se aplicó una metodología cualitativa, que se
desarrolló a través de un análisis de contenido, buscando
comprender el panorama informativo del medio y evaluar la
importancia que CDL asigna a cada tipo de contenido mediante una
ficha de observación. Los resultados que se destacan en esta
investigación permitieron identificar los temas predominantes, los
enfoques utilizados y la frecuencia con la que se abordan diferentes
tipos de noticias.
Palabras clave:
análisis de contenido, CDL Noticias, noticias locales,
noticias nacionales, panorama informativo, agenda mediática
Content Analysis in the Publications of the digital media CDL Noticias: An Exploratory Study
Spirals. Multidisciplinary Journal of Scientific Research, Vol. 8, No. 51.
October - December 2024 e-ISSN 2550-6862. pp 69-81
68
located in the city of Latacunga (capital of the province of Cotopaxi, located in north-
central Ecuador at 2800 meters above sea level, it is a mountainous region with an
average climate of 13° (Andrade, 2021)). Through an exploratory content analysis, we
seek to understand the information landscape of this medium (Facebook social network
page) during the month of November 2023 with the objective of evaluating the
importance that the medium assigns to local and national news.
The choice of CDL Noticias as the object of study is given because in the territorial
circumscription of the city of Latacunga it is a media that exceeds 120 thousand likes
and reaches about 200 thousand followers, being the digital media with more followers
in the community, with acceptance and positioning. This has led to analyze the
publications of this media and what is intended is to contribute to a better
understanding of how the news agenda is built by CDL Noticias at local and national
level in the city of Latacunga.
According to Montaña et al. (2020), most traditional media are gradually losing
relevance, which has resulted in a migration towards the use of the Internet. "This trend
has allowed the positioning of the smartphone as the best valued device instead of the
television" (Montaña et al., 2020, p. 158). This has led to the growing interest in the
consumption of information in digital media influencing the formation of public opinion
and even the construction of social realities. In this sense, social networks have
transformed the way of disseminating information, introducing hyperlinks that lead
directly to general pages and allow to expand the information. This digital era brings
information closer to the "consumer market in the different platforms managed by each
journalistic brand" (Villada, 2006, p. 413).
CDL Noticias has established itself as a digital media that, using the social network
Facebook, has adopted a new way of consuming information, becoming the digital
media with more followers in the city of Latacunga. All this has been possible "thanks
to digital platforms that help to obtain immediate information" (Montaña et al., 2020,
p. 158). In this way, it "contributes to understanding the current media landscape"
(Alvira Martín, 2017), which allows identifying the thematic trends that are developing
in the CDL digital media and their "possible impact on society" (Dader, 2018, p. 115).
Finally, the study focuses on the month of November due to the celebration of the
independence of the city of Latacunga and the Mama Negra festival, organized by the
local municipality in honor of that independence. "The Mama Negra is a man, dressed
as a woman, with his face painted black, and who represents the slaves freed by
mercenaries" (Travelec, 2023). At the national level, in the same month, the investiture
of the President of the Republic of Ecuador, Daniel Noboa, took place. Therefore,
November 2023 is presented as a relevant period for an exhaustive analysis of the news
corpus, in order to evaluate the distribution of media attention both locally and
nationally.
The Internet has significantly transformed media work, generating new platforms for
users. The digital consumer has different characteristics compared to the traditional
consumer, where aspects such as immediacy and speed of content are essential for user
Belén Carolina Anchatuña Mullo, Alexander Darío Lascano Cevallos
Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 51
October - December 2024 e-ISSN 2550-6862. pp 66-78
69
satisfaction. Digital communication affects both space and time, which is why Carlos
Scolari (2008) argues that, in the digital environment, "the media must evolve from
being mere producers of information or content to become platforms for exchange,
creation and symbolic consumption, developing in an environment characterized by a
wide variety of technologically interconnected topics, media and languages" (p. 18).
In these contexts, the emergence of the Internet has made it possible for various
traditional media to gradually migrate or adopt lower-cost and free-access platforms.
To paraphrase McLuhan, in the digital era, the Internet not only acts as a message
transmission channel, but also transforms it; and, according to contextual dynamics, it
even contributes to the reconfiguration of traditional media, giving rise to new forms of
communication.
The Role of Digital Media in the Construction of Reality
The media not only report and circulate knowledge, but have also revolutionized the
way in which information is produced and consumed in the digital scenario. The
proliferation of the Internet and social networks has generated a new media
environment characterized by "immediacy, interactivity and audience fragmentation"
(Castells, 2001, p. 22). In this context, digital media play a crucial role in the construction
of social reality by selecting, interpreting and disseminating news and content.
According to McQuail (2005), the media exercise a fundamental social function by
setting the agenda of issues of concern to society. "Agenda setting posits that the
media not only reflect reality, but also construct it by determining what issues are
important and how they should be presented" (p. 12).
The importance of local news
Local news plays a fundamental role in the life of communities by informing citizens
about events that directly affect their environment. According to Weaver and Wilhoit
(2009), "local news serves several important functions, including monitoring,
interpretation, socialization, and mobilization" (p. 18). However, previous studies have
noted that local news is often "overrepresented compared to national and international
news" (Pew Research Center, 2018, p. 20).
Deepening in the Agenda Setting Theory
Agenda-setting theory, proposed by Maxwell McCombs and Donald Shaw, postulates
that the media not only reflect reality, but also construct it by influencing the perceived
importance of issues and their presentation. In other words, the media set the agenda
of issues that are the subject of debate and concern in society.
Agenda-setting refers to a list of topics or issues that emerge from events and are
organized into different types of agendas: public agenda, media agenda, and political
or social agenda. The public agenda is defined as "a set of issues that society considers
Content Analysis in the Publications of the digital media CDL Noticias: An Exploratory Study
Spirals. Multidisciplinary Journal of Scientific Research, Vol. 8, No. 51.
October - December 2024 e-ISSN 2550-6862. pp 69-81
70
important" (Petrone, 2009, p. 3). This agenda is measured through surveys in which
individuals respond to open-ended questions about the issues they consider relevant
(Zhu & Blood, 2002, p. 100).
In relation to the media agenda, this can be conceptualized as a list of issues with media
coverage. In agenda-setting research, "the selected media that the researcher believes
have the greatest impact are generally organized into thematic categories and the
frequency of annotations within each category is measured." (Facundo, 2009, p. 4). On
the other hand, according to Petrone (2099) in the context of agenda-setting, the
political agenda is conceptualized as "the set of issues that politicians identify as a
priority" ( p. 4). (p. 4). Many studies on agenda-setting analyze the interaction between
the media and the audience, while only a few incorporate the analysis of the political
agenda (Facundo, 2009, p. 4).
Petrone mentions to Petrone that the social agenda is the operationalization of the
public part of perhaps the most important and most significant issue. With this in mind,
agenda-setting impacts society by ensuring that issues are covered and evaluated
according to their relevance. The prominence of an issue in the media is quantified by
its visibility, which is reflected in the size of editorial space devoted or the length of
airtime in the case of audiovisual media. "The time of day or the position of the article
in the newspaper or broadcast" (Zhu and Blood, 2002, pp. 100) Accordingly to the
above, the agenda settings for this case study would be measured in consideration of
the number of likes, interactions and reactions on each of the CDL news publications.
Facebook usage in Ecuador
The presence of social networks, and in particular Facebook, has radically transformed
the media landscape, even altering the way of communicating. Traditional media have
been forced to adapt to this new digital environment in order to expand their audience
and strengthen their relationship with users. Ecuador has been no exception, and the
presence of Facebook has acquired an undeniable relevance in the daily life of
Ecuadorians, as Correa Valencia points out. Facebook has become a virtual space where
the personal and the social intermingle, allowing users to connect with their
communities, access diverse information and participate in public debates. Its impact
on communication and social interaction in Ecuador is indisputable (Correa Valencia,
cited by Lexis, 2023).
Materials and methods
This article focuses on the evaluation of the informative content of local and national
news disseminated through the digital media CDL Noticias during the month of
November 2023. This study began with a literature review that facilitated the preliminary
understanding of the topic, constituting the first stage of the research process, since "it
allows us to identify the current state of knowledge and the existing gaps in relation to
the topic of interest" (Guirao, 2015, p. 7). Likewise, both a qualitative and quantitative
methodological approach was employed. A content analysis was implemented, which,
Belén Carolina Anchatuña Mullo, Alexander Darío Lascano Cevallos
Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 51
October - December 2024 e-ISSN 2550-6862. pp 66-78
71
according to Aigneren (2009), "is the technique that makes it possible to investigate the
content of communications by categorizing the manifest elements or contents present
in such communications or messages" (p. 1).
Content analysis is a qualitative research technique that allows systematizing and
analyzing in an objective and replicable way the content of various forms of
communication, such as texts, images, audio or video (Krippendorff, 2012). In the field
of the media, this technique has been widely used to study the representation of issues,
the construction of discourses and the influence of the media on public opinion.
According to Berelson (1952), content analysis is defined as a research technique for
making reproducible and valid inferences from textual (or other) data. This technique
involves identifying categories for analysis, coding the data, and quantifying the
frequencies of occurrence of these categories.
This qualitative technique allowed systematizing and objectively analyzing the content
of the news published on the fanpage of CDL Noticias on the social network Facebook,
specifically in the month of November 2023. Regarding the number of local news
publications (Latacunga), 44 publications were recorded from November 1 to 30, 2023,
and 80 national publications, giving a total of 124 publications.
Through the application of the observation sheet, a system of categories was codified
as follows:
o Subjects: Politics, economy, society, culture, sports, others.
o Focus: Positive, negative, neutral.
o Sources: Government, companies, citizens, others.
o Discursive elements: opinions, facts, quotations; news structure: headline, body,
introduction, development, conclusion.
Results
There are 8 political news items, with a neutral approach, with 5 government sources
and 3 corporate sources. The 8 news items use facts and have only headlines. As it only
has headlines, it does not present elements of structure.
Analyzing the subject of economy, we can observe 3 news items with a positive
approach and a neutral one, with government sources and 2 from companies with
discursive elements of fact and presenting a structure of headlines only.
In the topic of society, we observed 5 news items, 2 of which have a positive approach
and 3 with a neutral approach, 3 of which are from government sources and 2 from
companies with discursive elements. In fact, as it presents a headline structure, it does
not have development elements.
Within the culture theme, 9 news items are observed, of which 4 with a neutral approach
and 5 with a positive approach with 7 government sources and 2 from companies with
Content Analysis in the Publications of the digital media CDL Noticias: An Exploratory Study
Spirals. Multidisciplinary Journal of Scientific Research, Vol. 8, No. 51.
October - December 2024 e-ISSN 2550-6862. pp 69-81
72
discursive elements. In fact, presenting a headline structure has no development
elements.
In the segment of others, we observed 18 news items related to security and progress
of works, most of them with a neutral approach and with government sources, since
they only have headlines, they do not present elements of development.
The study of the digital media CDL Noticias in Latacunga shows a tendency to prioritize
national news, especially political news, using mainly government sources. This
suggests a possible bias that could influence public perception of the importance of
local versus national events. Herman and Chomsky argue that the media act as filters
that promote certain perspectives and exclude others, thus perpetuating existing power
structures (1988). In contrast, Manuel Castells (2009) highlights the evolution of the
media towards interactivity and mobility, and although he acknowledges the digital
transformation, he also warns about the manipulation and concentration of power. The
difference lies in the fact that Herman and Chomsky focus on traditional media and their
role in maintaining power, while Castells addresses the challenges and opportunities
presented by the digital era.
Montaña et al. (2020) point out the migration of consumers to mobile devices and the
loss of relevance of traditional media. Escolari (2008), on the other hand, proposes that
the media must adapt and transform themselves into spaces for symbolic exchange in
the digital environment. Here, the divergence lies in the perspective on the future role
of the media: Montaña et al. emphasize the change in consumption habits, while
Escolari focuses on the evolution of the function and nature of the media in the digital
ecosystem.
The media, historically, have acted as key actors in the production and dissemination of
information, especially on social phenomena linked to power. Edward S. Herman and
Noam Chomsky, in "Manufacturing Consent", argue that the media operate as filters
that favor certain points of view, which limits public debate and reinforces existing
power structures (Herman and Chomsky, 1988). This dynamic, evidenced in the context
of the CDL Noticias study, reflects how certain media can perpetuate dominant
narratives while marginalizing other perspectives, affecting the quality and diversity of
public discourse.
The digital transformation of the media has been described by Manuel Castells as a shift
towards interactivity, personalization and mobility. Castells also warns about the
challenges associated with this evolution, such as the manipulation of information and
the concentration of power (Castells, 2001). In the case of CDL Noticias, the use of
digital platforms such as Facebook has enabled rapid dissemination of information, but
has also raised questions about the integrity and authenticity of the information shared,
underscoring the need for greater scrutiny and accountability on the part of content
producers.
Mireia Montaña et al. (2020) highlights the decreasing relevance of traditional media
and the growing dominance of the smartphone as the preferred device for information
consumption. This change has transformed the way in which citizens are informed,
Belén Carolina Anchatuña Mullo, Alexander Darío Lascano Cevallos
Espirales. Revista multidisciplinaria de investigación científica, Vol. 8, No. 51
October - December 2024 e-ISSN 2550-6862. pp 66-78
73
influencing the formation of public opinion and the construction of social realities. In
this sense, social networks have become powerful tools for the dissemination of
information, but they have also introduced new challenges in terms of quality and
veracity of content, as can be seen in the analysis of CDL Noticias publications.
Digital communication, as Carlos Escolari (2008) points out, requires the media to
evolve from being mere producers of information to become spaces of symbolic
exchange and consumption. This is especially relevant for media such as CDL Noticias,
which operate in a highly technologically interconnected media environment. The
media's ability to adapt to these changes will determine its relevance and effectiveness
in an ever-changing media landscape, where immediacy and audience participation are
increasingly important.
The role of digital media in the construction of social reality is undeniable. As McQuail
(2005) argues, the media not only reflect reality, but also construct it by setting the
agenda of issues of public interest. In the context of the CDL Noticias study, it is
essential to understand how this digital medium sets and prioritizes its news agenda, as
this has a direct impact on how the audience perceives and understands local and
national events. This influence on public opinion is a crucial issue that deserves further
attention and detailed analysis. It should be emphasized that the media are changing
and should adapt to new technological and social challenges and realities.
Conclusions
Although social networks have radically transformed the way in which citizens are
informed, they have also posed new challenges for the journalistic community; it is
therefore essential to develop a critical digital citizenry capable of evaluating
information rigorously and distinguishing between fact and opinion. Likewise, the media
must adapt to this new environment and find innovative ways to generate revenue and
ensure the quality of their content. Facebook has proven to be a platform that continues
to attract users, and for the news scenario it is a field to be exploited, as users establish
a quite ideal connection with this platform that so far has been well exploited by CDL
noticias.
Most of the analyzed news items belong to the political sphere, which can clearly be
defined as CDL noticias plays an important role in building an interest in the political
life of the community, although the approach obviously has no inclination, since 90% of
its political news content is of a neutral nature, which could indicate an intention of
objectivity on the part of the media. However, it is important to take into account that
neutrality is a complex concept that may vary according to the interpretation of the
media.
The use of especially governmental sources raises a question about the independence
of the media, since most of its sources come from the government and with this it can
be determined that the influence of political power is present in the construction of the
news; although most of its content is based on facts and not on quotations, the influence
of political power continues to predominate, which limits the possibility of contrasting
Content Analysis in the Publications of the digital media CDL Noticias: An Exploratory Study
Spirals. Multidisciplinary Journal of Scientific Research, Vol. 8, No. 51.
October - December 2024 e-ISSN 2550-6862. pp 69-81
74
the information and this can reduce the richness of the discursive text in the construction
of the news.
The absence of a developed structure, meaning a headline, a lead, the body and the
closing, in the news, leads to the interpretation of the user, which, although it is true,
each one perceives the information in his own way, which can divert the attention from
what is really intended to inform, especially in those that only present headlines and in
some cases in which headlines and leads are included, so it is understood that the
editorial line of the CDL suggests a trend towards the simplification of information and
less depth in the treatment of the topics.
The immediacy with which information is disseminated allows for greater interaction
among users in real time, thus enabling debates, questions, answers, comments and
even the creation of communities around specific topics.
These results suggest that local media coverage is influenced by a combination of
factors, including the nature of the subject matter, relationships between media and
information sources, and public preferences.
As a suggestion for future research, an in-depth analysis of the language used in the
news can be developed to identify discursive patterns and connotations, as well as to
study the interaction of readers with the publications of CDL Noticias in social networks.
..........................................................................................................
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https://www.researchgate.net/publicatio
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