News sharing using self-destructive content in digital native media from an international perspective

Abstract

Native digital media use of self-destructive content for the dissemination of news is investigated. This new format, characterized by its ephemerality, has become fashionable within the most successful social networks. Spanish media outlets are analysed and compared with European and American ones. The results indicate that native cybermedia are disseminating content through this format, increasing audience engagement, especially within the youth. Interestingly, these media focus intently on Instagram while neglecting Facebook and Youtube. Models of transmedia, like swiping up, crossmedia and cross-promotion narratives are valued, and made apparent is the usefulness of the format to improve the general public’s participation, and in the sending of user generated content. This work delves into an under-researched field, offering a valuable perspective for communication companies to influence the daily spaces of social interaction by offering bite size portions of information.