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The comparison of six Spanish television dramas has enabled us to analyse the role of women in these fictional products. In the series analysed there is a persistence of males playing the leading roles, as well as a reiteration of female stereotypes. In the case of the Catalan television dramas on TVC (El cor de la ciutat, Ventdelplà and Infidels) a more positive treatment of femininity could be observed in the series dealing with social customs. In the Basque productions on EITB (Goenkale, Martin and Mi querido Klikowsky) there is a perpetuation of the cliché of the Basque woman as being strong and capable of managing her home and family, as well as of her feelings. ----------------------------------------------------- La comparación de seis dramas televisivos españoles nos ha permitido analizar la imagen de la mujer en estos productos de ficción. En las series analizadas se observa una persistencia de la imagen del hombre en los papeles principales, así como un mantenimiento de los estereotipos femeninos. En el caso de los programas catalanes de TVC (El cor de la ciutat, Ventdelplà e Infidels) constatamos un mejor tratamiento de la imagen de la mujer en los productos costumbristas. En los programas vascos de la EITB (Goenkale, Martin y Mi querido Klikowsky) observamos una perpetuación del cliché de la mujer vasca fuerte y capaz de gestionar su casa, su familia y sus sentimientos.

In this paper we aim to draw a picture of what is happening in Spanish mainstream cybermedia from the point of view of new ways of participation and, more concretely, we analyze remarkable weblogs signed by journalists and/or guests, in order to determine the author’s profile. A survey answered by 50 per cent of these bloggers let us know why the use of weblogs represents the key to media success in the online sphere. During 2008, we analyzed several national (Abc.es, Elmundo.es, Elpais.es) and regional (Elcorreodigital.com, Lavanguardia.es) internet newspapers, and we underline the special case of Vocento, one of the main multimedia group in Spain. Our results show that offering outstanding weblogs is a good strategy against crisis: media obtain a significant amount of online content automatically and with no investment needed. This helps to increase the website traffic, to lenghten the time spent by visitors; and to obtain a better place in web search engines

In this paper we aim to draw a picture of what is happening nowadays in Spanish mainstream cybermedia from the point of view of new ways of participation and, more concretely, we analyze remarkable weblogs signed by journalists and/or guests, in order to determine the author’s profile. A survey answered by 50 per cent of these bloggers let us know why the use of weblogs represents the key to media success in the online sphere.

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.

En la actualidad los periodistas se han convertido simultáneamente en emisores y receptores de la información que circula en la red. Asistimos al nacimiento de materia prima más valiosa del siglo XXI. El Internet es un soporte más que una herramienta de trabajo que creará un nuevo tipo de periodismo, y una nueva rutina respecto al periodismo tradicional. Trata sobre los periodistas interactivos con un nuevo desafío.