A Theoretical Framework for the Analysis of Messages on Enterprise Social Media / Conocer el Contenido de los Medios Sociales Empresariales: Hacia el Desarrollo de un Marco Analítico Comunicativo

Mark Verheyden Peter Jan


This article uses the structure of Harold Lasswell's communication act to develop a theoretical instrument with which the content of messages on Enterprise Social Media can be analyzed. Each of the elements in Lasswell's model are the building blocks of our own theoretical framework. With the help of the latest literature on the use of corporate social networks, we aim to develop an instrument that will allow both scholars and practitioners to analyze the content on these platforms in a systematic way.

En este artículo se adapta el modelo comunicativo de Lasswell en un nuevo marco para el análisis de contenido en los Medios Sociales aplicados al ámbito empresarial (ESM en sus siglas en inglés). Para ello, el autor revisa sistemáticamente una década de literatura (2007-2016) en tres bases de datos científicas (Web of Science, Scopus y Business Source Premier) y examina críticamente cómo el nuevo marco complementa los modelos existentes. El nuevo instrumento consta de catorce parámetros organizados en las distintas fases del modelo de Lasswell (1948). En el ámbito teórico, el artículo llena el vacío existente en el análisis de la intersección entre relaciones públicas y medios sociales. A nivel aplicado, el modelo puede ser de utilidad para evaluar si las ESM sirven a la comunicación profesional.


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