<?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>2528-7907</journal-id>
<journal-title><![CDATA[Revista San Gregorio]]></journal-title>
<abbrev-journal-title><![CDATA[Revista San Gregorio]]></abbrev-journal-title>
<issn>2528-7907</issn>
<publisher>
<publisher-name><![CDATA[Universidad San Gregorio de Portoviejo ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2528-79072022000300033</article-id>
<article-id pub-id-type="doi">10.36097/rsan.v0i51.2077</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El transmedia en la agenda cultural. Estrategias de difusión patrimonial en la prensa española]]></article-title>
<article-title xml:lang="en"><![CDATA[Transmedia in the cultural agenda. Heritage dissemination strategies in the Spanish newspapers]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Longhi-Heredia]]></surname>
<given-names><![CDATA[Sebastián-Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Quezada-Tello]]></surname>
<given-names><![CDATA[Laddy-Liset]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Morillas-Alcázar]]></surname>
<given-names><![CDATA[José-María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez]]></surname>
<given-names><![CDATA[Ángel Hernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Huelva  ]]></institution>
<addr-line><![CDATA[Huelva ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Huelva  ]]></institution>
<addr-line><![CDATA[Huelva ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Huelva  ]]></institution>
<addr-line><![CDATA[Huelva ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,aff4  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>11</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>11</month>
<year>2022</year>
</pub-date>
<volume>1</volume>
<numero>51</numero>
<fpage>33</fpage>
<lpage>48</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072022000300033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072022000300033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072022000300033&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El contenido digital publicado por la prensa transformó las maneras de acercar la información a la audiencia. Con el auge de las ediciones virtuales se propició un nicho en las redes sociales para (re)producir representaciones sociales con una narrativa &#8216;fast content&#8217; (efímera, consumo rápido y asociada a elementos audiovisuales). Las estrategias transmedia (más atractivas, dinámicas e interactivas) ayudaron a captar la atención de la audiencia. La presente investigación analiza la (re)producción de la información difundida desde El País, El Mundo y 20 Minutos en Facebook, Twitter e Instagram, así como las noticias culturales en el contexto marcado por el día internacional del Patrimonio Cultural. La estadística descriptiva y el análisis de contenido permitieron advertir un tratamiento transmedia simplista por los diarios, privilegiando la multiplicación de notas periodísticas. El patrimonio cultural material quedó supeditado a las implicaciones naturales e inmateriales durante el período de estudio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The digital content published by the press transformed the ways of bringing information to the audience. With the rise of virtual editions, a niche was created in social networks to (re)produce social representations with a fast content narrative (of ephemeral content, fast consumption and associated with audiovisual elements). The transmedia strategies (more attractive, dynamic and interactive) aided to capture the attention of the audience. This research analyzes the (re)production of the information disseminated from El País, El Mundo and 20 Minutos on Facebook, Twitter and Instagram, as well as cultural news in the context of the international day of Cultural Heritage. The descriptive statistics and content analysis allowed us to notice a simplistic transmedia treatment by the newspapers, favoring the multiplication of journalistic notes. The material cultural heritage was subject to natural and intangible implications during the period of study.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Periodismo digital]]></kwd>
<kwd lng="es"><![CDATA[patrimonio cultural]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[transmedia]]></kwd>
<kwd lng="es"><![CDATA[representaciones sociales]]></kwd>
<kwd lng="en"><![CDATA[Digital journalism]]></kwd>
<kwd lng="en"><![CDATA[cultural heritage]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[transmedia]]></kwd>
<kwd lng="en"><![CDATA[social representations]]></kwd>
</kwd-group>
</article-meta>
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