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Article published In: Revista Española de Lingüística Aplicada/Spanish Journal of Applied Linguistics
Vol. 33:1 (2020) ► pp.55–83

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Comunicar emociones en Facebook

Análisis discursivo en la página corporativa de empresa Dia

 | Universidad de Navarra

Article language: Spanish

Published online: 21 August 2020
DOI logo with link
https://doi.org/10.1075/resla.17052.fer
Resumen
La comunicación entre empresa y cliente ha cambiado con la irrupción de las redes sociales en la comunicación corporativa: la comunicación bidireccional (empresa a cliente) se ha transformado en multidireccional (cliente a cliente o cliente a empresa) y el elemento emocional ha entrado a formar parte de ese mensaje. Este estudio analiza cómo se comunican las emociones en las redes sociales de las organizaciones. El objetivo es descubrir qué estrategias multimodales de evaluación, intensificación o aproximación describen o evocan las emociones. El análisis, metodológicamente cuantitativo, está basado en un corpus conformado por un total de 3128 publicaciones (41287 palabras); estas entradas se recogieron de forma manual en el último trimestre de 2016 de la cuenta de Facebook del grupo Dia y se organizaron en tres subcorpus: posts publicados por la empresa, comentarios de la empresa y comentarios de los seguidores. Los resultados permiten extraer las siguientes conclusiones: (1) la alta frecuencia de posts con contenido emocional en la comunicación digital de las empresas, especialmente a través de redes como Facebook; (2) la prevalencia de las emociones positivas en los tres subcorpus; (3) la homogeneidad en el uso de recursos verbales y no verbales de estrategias de evaluación, intensidad y aproximación en los tres subcorpus; excepción hecha de los recursos icono-gráficos de intensidad, que es más libre en los comentarios de los seguidores.
Abstract
Communicating emotions through Facebook: A discursive analysis of DIA’s Corporate Website
Communication between company and client has changed with the arrival of social networks on the corporate communication: the bidirectional communication becomes multidirectional (client to client o client to company) and the emotional element constitutes a part of this message. This article is an attempt to analyse how the emotions are communicated throughout the corporate social network. After identifying the emotions with higher presence, we tackle the analysis of evaluation, intensification and approximation strategies that help to conceptualize or evoke the emotions. To do so, we collected a corpus of 3128 publications, which appeared during the last quarter of 2016 and the data was organized in three corpus: postspublished by Dia, commentaries of followers and commentaries of the company itself. The findings afford us the following conclusions: (1) the high frequency of emotions in corporate digital communication, especially throughout the networks such as Facebook, (2) the prevalence of positive emotions in the three subcorpus, (3) the devices of evaluation, intensity and approximation strategies are similar in the three subcorpus; however the use of icon-graphics devices is more free in the comments of followers.
Article outline
  • 1.Introducción
  • 2.Marco teórico
    • 2.1Emociones: Definición y clasificación
    • 2.2Emociones y lenguaje
  • 3.Corpus y metodología
  • 4.Resultados y discusión
    • 4.1Estrategias de evaluación
    • 4.2Estrategias de intensidad
    • 4.3Estrategias de proximidad
      • 4.3.1Posts publicados por la compañía
      • 4.3.2Comentarios de Dia
      • 4.3.3Comentarios de los seguidores
  • 5.Conclusión
  • Referencias
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