出版社：Consejo Superior de Investigaciones Científicas
摘要：Scientific and social activities from the academic world are frequently reflected in media outlets at a local, regional, national or international level, based on the interest of the news item and its target audience. Traditionally, universities have been mapped by measuring common areas such as scientific output. The current study proposes a visualization of similarities among Spanish universities through their presence in the national, regional and local press. To this end, we analyze the news published in the print media during September and October 2014 and retrieved from MyNews Online, which amounted to 27,170 news items. The results show how the geographic component is the main binding element of universities when their news are analyzed. This indicates that Spanish universities’ brands usually have a strong regional character.
关键词：University;print press;local press;branding;mapping;Universidad;prensa escrita;prensa local;marca;trazado de mapas
