Y ahora qué Como

Treball Final de Grau en Periodisme. Codi: PE0932. Curs acadèmic: 2020/2021Y Ahora Qué Como is a communication medium specialized in food intolerances that aims to make digestive diseases visible through actuality journalistic pieces, such as news, reports and interviews. The target audience of the cybermedia are people who suffer from an intolerance or digestive pathology and are looking for a space where they can find out information and feel identified with the content. In the process of selecting the name of the medium, others have been discarded, such as Cima Bienestar or Salud Alternativa due to their presence in other health fields and their lack of connection with the topic of the medium. Therefore, it has been decided to opt for Y Ahora Qué Como because it transmits the message in a clear way and raises a very appealed question among people who suffer from a digestive problem. In addition, the cybermedium provides a slogan: «Al día con tu intolerancia alimentaria» to ensure that the name has a direct relationship with the topic of the medium. Regarding the competence of the medium, websites such as Infocelíaco, Food Retail & Shoppers y Cuerpomente stand out. Even so, Y Ahora Qué Como is the only medium that exclusively treats food intolerances, being this the reason why it has become a clear reference in this field. Regarding the characteristics of the design, the cybermedium has a very consolidated presence through the use of blue and black colors that create a feeling of health and elegance. Before selecting the official logo, the cybermedium has gone through other designs formed by geometric figures such as the circle with the objective of providing it with greater uniformity. But, these logos have been discarded and it has been chosen to create a blue balloon that simulates the idea of thought and is accompanied by the Brusher typography to make it look like handwriting. The design of the website is structured with the corporate colors and the Dancing Script Regular font that conveys a feeling of calm and elegance. In addition, the website is 17 composed of photographs of the collaborator Elena Du to capture the attention of the public and its purpose is decorative. In relation to corporate identity, Y Ahora Qué Como has a series of values, such as the principle of rigor. Therefore, the pieces are made up of personal and documentary sources. In addition, to show greater identification, the medium has a unique melody created by the composer César Guillén. On the other hand, the cybermedia has a slogan: «Al día con tu intolerancia alimentaria». This way, Y Ahora Qué Como creates a different image from the rest of media and exposes a series of values and principles that allow it to forge an image of trust. Y Ahora Qué Como is structured in a total of six sections: “Voces”, “Alimentación”, “Estilo de vida”, “Podcasts”, “Galería” y “Conóceme”. The first one consists of five interviews, four of them show real testimonies about people who suffer from food intolerances and one of them is the in-depth interview with the nutritionist Mar Sorlí. The objective of this section is to give voice to food intolerances through the journalistic genre of the interview. Secondly, the "Alimentación" section contains four pieces: two news, a reportage and an interview. This section aims to meet the principle of actuality through the development of recent content. Another section is the "Estilo de vida" section, which presents the radiophonic and television report, as well as a written reportage, an interview and two news. This block focuses on leisure and restoration related to food intolerances. The “Podcasts” section maintains a direct relationship with the “Voces” section because the interviews in that block can be listened through Soundcloud. The cybermedium has also three photographic galleries: “Libros recomendados”, “Alimentación en València” y “Alimentación en Castelló”. Finally, in the section “Conóceme”, it appears the name of the person that has created the cybermedium, as well as to who it is addressed. Wix is the platform used to develop the Y Ahora Qué Como website due to its easy use and all its multiple tools. This has made it possible for the content to adapt to any electronic device. In addition, it has invested in an own domain and in the Wix 18 Premium Plan to obtain better services and a structure according to the topic of the cybermedium. Before choosing the platform Wix, using WordPress has been discarded, mainly due to plugins and slow loading. Likewise, it has been considered that Wix presents greater features than Wordpress to create the Y Ahora Qué Como website. Regarding social networks, Y Ahora Qué Como uses Instagram as its main digital platform, but it also uses SoundCloud and YouTube. In relation to the first, Y Ahora Qué Como has elaborated a series of highlighted stories with specific covers that have allowed to carry out a continuity labor. This way, content on different aspects is offered to the public, for example, about recommendations or publications related to alimentation. Each social network includes adapted content to achieve more professional and higher quality results, therefore, the Instagram profile is directly connected to the publications and the website. On the other hand, SoundCloud and YouTube are focused on audiovisual content, such as podcasts or reportages. Y Ahora Qué Como has invested in different aspects such as the purchase of an annual domain for € 18.08 to achieve a more professional look and the purchase of the Wix Premium Plan for € 8.47 per month. The domain has allowed the communication medium to configure in an easier way the Search Engine Optimization (SEO). This allows to know the behavior of the user and thus know their interests and preferences. In addition, the domain provides professionalism and security to the cybermedium. Displacement is another of the expenses of the cybermedium because a vehicle has been needed to carry out the photographic galleries and some interviews. On the other hand, in the future, the cybermedium considers to opt for the Vip Plan that presents better services and expanding the team's template to create higher quality content. The cybermedium is made up of different journalistic genres created through a varied and of-interest content to the user. The interview has been the most used genre because it meets the objective of making food intolerances visible through 19 testimonial content. For this reason, a total of seven interviews have been included. The focus of the pieces is adjusted to the topic of each section, for this reason, four reports found in the “Estilo de Vida" block have been dealt with. The genre that, to a lesser extent, has been dealt with is the new, due to the lack of actuality that this topic presents. Even so, the cybermedium contains a total of four news made up of personal sources, documentaries and some with press releases. In general, all the pieces are distributed in a balanced way in the sections "Voces", "Alimentación" and “Estilo de Vida”. In relation to the sources and documentation used by the cybermedium, Y Ahora Qué Como uses 22 personal sources distributed among the 14 presented pieces. Some relevant ones are Claudia Cambra and Yaiza Panizo, creators of the app Silocomo or the presence of Xevi Hernández, director of Frusano Spain. In addition to the personal ones, the pieces have a great variety of documentary sources with hyperlinks so that the public can expand their knowledge about some certain aspects. Y Ahora Qué Como uses official reports from entities such as the Valencian Community Celiac Association (ACECOVA). In this way, the pieces presented in the cybermedium acquire an added value thanks to the variety of personal and documentary sources. Regarding the final assessment, on a personal level, I consider that this cybermedium is a very useful tool for people who suffer from a food intolerance and are looking for a space where they can be informed about the latest news on this topic, in addition of knowing real cases about people who suffer from food intolerances. In addition, it is the only medium of communication that exclusively deals with this subject and includes written and audiovisual content. Although this issue presents as a weakness the lack of actuality, Y Ahora Qué Como has elaborated pieces such as interviews or reportages where the objective of giving visibility to food intolerances is fulfilled. On the other hand, the cybermedium has strengths such as a corporate identity and a very characteristic design, both on the website and on the Instagram profile. 20 Regarding the skills acquired during the cybermedium creation process, I consider that Y Ahora Qué Como has given me a lot of knowledge at a professional level, such as learning to manage content on different digital platforms. In addition to learning a lot about this alimentation sector, I believe that there is a real need to create spaces and media dedicated to people suffering from food intolerances so that they can find out about the latest news in this field. Therefore, the continuity of this means of communication is viable given the need that this issue presents