The cross-platform content of digital native social networking websites

Abstract

This paper aims to analyze how is conformed the editorial content produced for multiple social media platforms by two digitally native publishers, Nexo, from Brazil, and Vox, from the United States. Based on descriptions and analysis, this research combines qualitative and quantitative techniques. The paper focuses on the concepts of propagability (JENKINS et al., 2014) and device (MOUILLAUD, 1997) and investigates posts’ pages of both publishers at Facebook, Twitter, YouTube and Instagram. The description and the analysis are based on categories related to the theoretical framework and to the empirical object (temporality, authorship, links, modalities and interaction). It is verified that every category is related to the possibilities that the device offers and to the strategies of propagability of each publisher.  There is a constant interaction between the devices “newspaper” and “social network platform”, conforming the editorial contents.