Impacto de los medios de comunicación en la cesta de la compra = Impact of mass media on the shopping cart
Abstract
Resumen: Los medios de comunicación de masas, desde su nacimiento a finales del siglo XIX, han influido notablemente en las decisiones de compra de los consumidores. La publicidad y el marketing representan las referencias más obvias, peros no son las únicas. El periodismo también puede ser una poderosa influencia. El presente artículo recoge el modelo de periodismo promovido por la Fundación Eroski. Guiado por una filosofía de servicio a la ciudadanía, su apuesta se materializa en la publicación de revistas especializadas en consumo y en otros soportes informativos para ayudar al consumidor en su día a día en ámbitos como la salud, la seguridad alimentaria, las nuevas tecnologías o la economía. Esta oferta se dirige además a un usuario cada vez más activo, particularmente en Internet, donde su capacidad de prescripción aumenta.
Palabras clave: Medios de comunicación; cesta de la compra; internet
Abstract : The mass media, since their birth at the end of the XIXth century, have had a significant influence in the purchase decision of consumers. Advertising and marketing are the most obvious references, but not the only ones. Journalism can be as well a powerful influencer. This paper shows a model of journalism, promoted by Fundación Eroski, which is guided by a philosophy of service and it is materialized through various consumer magazines, as well as information resources, online and offline, designed to assist consumers in their day to day in the fields of health, food security, economy or new technologies, among many other areas. Besides, this offer is directed to a increasiangly ctive user, particularly on the Internet, where his capacity of prescription rises.
Key words: Mass media; shopping cart; internet
doi: http://dx.doi.org/10.20318/recs.2016.3124
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