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Ongoing downsizing in the media sector has sparked a new start-up culture in the field of journalism. Over the past few years an increasing number of news organizations seeking to leverage social and symbolic rather than financial capital and cultivate employee as well as audience loyalty have entered the market (Wagemans, Witschge and Deuze, 2016). This paper examines El Diario (eldiario.es) and El Confidencial (elconfidencial.com). Qualitative methods involving the on-site observation in their newsrooms and semi-structured interviews with their journalists were employed. Findings indicate that both see themselves as alternative news providers whose emphasis El Diario draws heavily upon the symbolic capital of its founder Ignacio Escolar, El Confidencial, has banked primarily on its social capital.

In recent years the spread of social networks and the proliferation of users of this type of platforms have altered the ecosystem of the market. Companies today are finding that an increasing number of consumers are familiar with the use of social networks as a place to search for information and opinions on products and brands. This circumstance has inevitably influenced the companies’ marketing strategies. The direct participation of clients on the websites of particular products or brands has become a vein of opportunity that companies wish to exploit and move onto their own ground. It is in this context that the figure of a company’s community manager, or social network manager, has emerged. The mission of these professionals is to establish stronger links between users and the company, a relationship that is translated into business results. We consider it to be of interest to investigate how brands are managed on the networks. For this purpose we have chosen the most active companies from amongst the main Spanish advertisers identified in a recent study.

Hace tiempo que algunos conceptos como el de periodismo colaborativo o periodismo ciudadano nos llevan a pensar que vivimos en la era de la participación ciudadana en la prensa. Los grandes medios de comunicación en internet se han ido adaptando paulatinamente a una época en la que la audiencia demanda ser escuchada. Los diarios de papel tampoco se han querido quedar atrás, y no son pocos los que han intentado ampliar sus espacios dedicados a las aportaciones de los lectores. Adaptar su modelo a los nuevos tiempos es sin duda un reto difícil. Un ejemplo premiado, pionero y que ha servido como modelo para otros periódicos es el de El Correo y su sección «enlaCe», en cuyo análisis se centra este artículo.