Polymedia and public groups: a comparative study of digital platform selection processes
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Abstract
In our research contexts, digital public groups have acquired a predominant place in local public communication. However, for this purpose their inhabitants have opted for different environments: Facebook in Santa Pola (Spain) and WhatsApp in Itacaré (Brazil). In this article we expose the economic and socio-cultural factors associated with this choice, following the approaches of the Polymedia Theory (Madianou & Miller, 2013). Our results are drawn from a qualitative comparative ethnography on public communication and digital tools. We conclude that a priori the reason for these preferences is related to access, affordability and literacy, but other elements such as filtering mechanisms, intimacy, privacy and the sense of engagement associated with the platforms also interfere. This is a novel approach in the scientific literature in Spanish to platform selection practices that can serve as a starting point for future research focused on actors' practices.
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