<?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>S2528-79072022000400001</article-id>
<article-id pub-id-type="doi">10.36097/rsan.v0i52.2048</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Transforming Lasswell´s linear model in the digital football discourse: The level of Youtube communication]]></article-title>
<article-title xml:lang="en"><![CDATA[La transformación del modelo lineal de Lasswell en el fútbol digital discurso: El nivel de comunicación de Youtube]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Kyrylova]]></surname>
<given-names><![CDATA[Oksana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Krupskyi]]></surname>
<given-names><![CDATA[Oleksandr P.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bakhmetieva]]></surname>
<given-names><![CDATA[Alla]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Oles Honchar Dnipro National University  ]]></institution>
<addr-line><![CDATA[Dnipro ]]></addr-line>
<country>Ukraine</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Oles Honchar Dnipro National University  ]]></institution>
<addr-line><![CDATA[Dnipro ]]></addr-line>
<country>Ukraine</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Oles Honchar Dnipro National University  ]]></institution>
<addr-line><![CDATA[Dnipro ]]></addr-line>
<country>Ukraine</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>02</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>02</month>
<year>2022</year>
</pub-date>
<volume>1</volume>
<numero>52</numero>
<fpage>1</fpage>
<lpage>19</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072022000400001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072022000400001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072022000400001&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo del estudio fue explicar cómo la especificidad comunicativa del entorno digital está cambiando el modelo lineal tradicional de Lasswell. Son explorados los cambios que se producen en las unidades estructurales del modelo. Este complejo escenario se examinó a partir del material de 18 blogs de YouTube de éxito dedicados al fútbol, que tienen una audiencia de más de 1,5 millones de suscriptores, un exitoso componente comercial y una escala global de distribución de contenidos. Se comprobó que el moderno ecosistema del periodismo deportivo (el "¿Quién?" y el "¿A quién?" de Lasswell) está experimentando importantes transformaciones en términos de contenido y estructura. Y el hecho de que el periodismo digital moderno ya sea percibido por los usuarios como parte de la vida cotidiana cambia el papel de los creadores de contenidos y de los que consumen estos contenidos. El elemento "¿Con qué efecto?" sigue siendo relevante y el más cercano al clásico, que debido a la interactividad y a la capacidad de objetivar al máximo la efectividad del contenido en los medios sociales, puede convertirse en el principal factor conceptual de la narrativa digital en el periodismo deportivo moderno.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The purpose of the article was to explain how the communicative specificity of the digital social media environment is changing the traditional Lasswell&#8217;s linear model. The changes that occur in the structural units of the model were explored. This complex was examined based on the material of 18 successful YouTube blogs dedicated to football. It was found that the modern ecosystem of sports journalism is undergoing significant transformations in terms of content and structure. And the fact that modern digital journalism is already perceived by users as a part of everyday life changes the roles of content creators and those who consume this content. The element &#8220;With What Effect?&#8221; remains relevant and the closest to the classic one, which, due to interactivity and the ability to maximally objectify the effectiveness of content in social media, in modern sports journalism can become the main conceptual factor of digital narrative.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Lasswell&#8217;s communication model]]></kwd>
<kwd lng="en"><![CDATA[football discourse]]></kwd>
<kwd lng="en"><![CDATA[digital media narrative]]></kwd>
<kwd lng="en"><![CDATA[online communication]]></kwd>
<kwd lng="en"><![CDATA[YouTube vlogs.]]></kwd>
<kwd lng="es"><![CDATA[Modelo de comunicación de Lasswell]]></kwd>
<kwd lng="es"><![CDATA[discurso futbolístico]]></kwd>
<kwd lng="es"><![CDATA[narrativa de medios digitales]]></kwd>
<kwd lng="es"><![CDATA[comunicación online]]></kwd>
<kwd lng="es"><![CDATA[vlogs de YouTube.]]></kwd>
</kwd-group>
</article-meta>
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