Lexicodata, Digital audience participation as a tool to evaluate the effectiveness of marketing campaigns in pure-player journalism portals. Automated lexicometry, big data and sentiment analysis in “Última Hora Colombia” media outlet in Instagram.
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n recent years, we have seen the emergence of thousands of digital media outlets (pure players) that work by proposing exclusive news content for platforms such as Instagram, Facebook, or Twitter. These media have achieved a great impact due to their agile and instantaneous content, which allows users of these platforms to obtain information without having to go to specific digitaljournalism websites. Such is the case of “Última Hora Colombia”, a pure-player media that has 1.8 million followers on Instagram and has become the direct competition of “El Tiempo”, the most important and traditional newspaper in Colombia, with 2.6 million followers on the same social network. (https://www.instagram.com/ultimahoracol/) In 2022, “Última Hora Colombia“ produced 4,876 news posts for its Instagram feed, receiving more than 34 million likes and close to 500,000 citizen comments. However, 20percent-flag-change of the news produced was sponsored content, that is, 975 news posts were paid for by advertisers. The business model of this “pure-player“ media, focuses on generating profits through the sale of advertising inforeports that are mixed with a current national content. Said contents also generated a socialdiscussion on the part of the audiences and, in some cases, could be counterproductive for the brands and for the communication media. For this reason, this paper will focus on presenting amixed approach for the interpretation of the quantitative and qualitative data provided byInstagram, to identify the social representations that underlie the automated indicators and analyze the impact of the commercial strategy on the audiences.To carry out this research, Big Data techniques were used for the extraction, cleaning, organization, and classification of all the news content created by digital media during the year 2022, extracting images, audience reactions, and textual comments from Internet users. After this process, adataset of more than 2,000 .txt pages was consolidated, which were analyzed through automated lexicometry techniques, in order to interpret the discussion of the audiences. This process allowed us to identify the social discussion topics and carry out audience sentiment analysis, through the Alceste-Reinert method, extracting and interpreting correspondence factor analysis (CFA), textualdendrograms, and lexical network maps.This presentation will focus on understanding the audience's conversations, the difficulties, the limitations, and the financial and ethical issues faced by digital media, given the need to maintain a Page 131 balance between business strategy and editorial credibility due to the susceptible nature of theirproduct: the information.Key Words Digital marketing, Digital representations, Digital audiences, Digital methods, Instagram, PurePlayers
