<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2448-4911</journal-id>
<journal-title><![CDATA[Revista mexicana de opinión pública]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. mex. opinión pública]]></abbrev-journal-title>
<issn>2448-4911</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Ciencias Políticas y Sociales]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-49112015000200005</article-id>
<article-id pub-id-type="doi">10.1016/j.rmop.2015.02.003</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Tuitear para agendar: el uso de Twitter como gacetilla de prensa en la comunicación gubernamental]]></article-title>
<article-title xml:lang="en"><![CDATA[Tweeting for Agenda: Twitter as Press Release in Governmental Communication]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Amado]]></surname>
<given-names><![CDATA[Adriana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tarullo]]></surname>
<given-names><![CDATA[Raquel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional de La Matanza  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Argentina</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional del Noroeste  ]]></institution>
<addr-line><![CDATA[Buenos Aires ]]></addr-line>
<country>Argentina</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2015</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2015</year>
</pub-date>
<numero>19</numero>
<fpage>127</fpage>
<lpage>145</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-49112015000200005&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-49112015000200005&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-49112015000200005&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La red de microblogging Twitter se ha integrado a la estrategia de comunicación de gobierno. En tanto red abierta, se utiliza como espacio de difusión e interacción de los funcionarios de gobierno con los ciudadanos, pero también como herramienta de prensa mediante la cual la fuente oficial difunde sus novedades con el fin de obtener cobertura periodística. La novedad es que el comunicado oficial distribuido en una red abierta puede ser consultado al mismo tiempo por el ciudadano y por el periodista, públicos que las tácticas de relaciones públicas consideraban dos grupos de interés (stakeholders) diferenciados. Mientras que tradicionalmente la información de prensa llegaba al periodista de manera personalizada para que evaluara si la publicaba en su medio, ahora la gacetilla publicada en las redes es leída al mismo tiempo por periodistas y ciudadanos. Esto plantea la pregunta del impacto que tiene una gacetilla difundida a través de Twitter en cada uno de esos públicos. Este artículo busca analizar el uso de Twitter como canal para difundir comunicados de prensa gubernamentales dirigidos al periodismo y el eventual impacto que éstos pueden tener en los seguidores de esta red social, a partir de las interacciones que genera, y en la prensa, tomando como parámetro su repercusión en la agenda periodística de los diarios y en los lectores de las ediciones digitales. Para ello, se hará un análisis de caso a partir de las publicaciones en la cuenta de la presidente de Argentina, Cristina Fernández, sobre un suceso de relevancia institucional, a fin de indagar los distintos aspectos del problema y plantear un posible camino metodológico para su abordaje.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Governmental communication has incorporated Twitter, the microblogging social media, as part of its strategy. As an open platform, it is used as a public and interacting space among civil servants and citizens. But its posts also function as press releases for official announcements seeking for media coverage. The same posts are available at the same time for citizens and journalists, who used to be addressed separately as particular stakeholders in public relations strategy. This innovation interrogate about the efficiency of Twitter posts to reach each one of these publics. This article looks for analyzing the use of Twitter as government press release and its impact on two stakeholders: the platform followers and their posts interactions; and the journalists and the agenda building process. With the aims of inquiring into different aspects of this problem and proposing a methodological approach for its research, the Twitter account of the president of Argentina, Cristina Fernández, will be analyzed as a case study.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comunicación gubernamental]]></kwd>
<kwd lng="es"><![CDATA[prensa]]></kwd>
<kwd lng="es"><![CDATA[fuentes]]></kwd>
<kwd lng="es"><![CDATA[diarios]]></kwd>
<kwd lng="es"><![CDATA[Twitter]]></kwd>
<kwd lng="en"><![CDATA[Governmental communication]]></kwd>
<kwd lng="en"><![CDATA[press]]></kwd>
<kwd lng="en"><![CDATA[sources]]></kwd>
<kwd lng="en"><![CDATA[newspapers]]></kwd>
<kwd lng="en"><![CDATA[Twitter]]></kwd>
</kwd-group>
</article-meta>
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