A COMPARATIVE ANALYSIS OF WEB PORTALS OF SPANISH AND SLOVENIAN MEDIA COMPANIES

Današnji čas zaznamujejo številne hitre spremembe. Vse te spremembe pa zahtevajo temu primeren odziv, ki je v skladu s spremembami v okolju in samim poslovanjem podjetja. S procesom globalizacije in dobo informacijske družbe je svetovni splet postal razširjena baza podatkov, ki je vedno bolj večja. Kar je nekoč bilo značilno za televizijo, lahko sedaj rečemo za internet: “če te ni na internetu, ne obstajaš”. Zaradi ogromnega števila informacij in podatkov ter lažje orientiranosti uporabnika se je pojavil trend izgradnje spletnih portalov, ki predstavljajo enotno vstopno točko iskanja uporabnih informacij na spletu. V informacijski in komunikacijski dobi lahko internet opredelimo kot sodoben medij, ki ponuja svojim uporabnikom množico storitev, kjer so združeni tradicionalni in spletni mediji. Pomemben dosežek pa predstavlja izkoriščanje interaktivnosti interneta, ki uporabniku omogoča, da aktivno sodeluje pri soustvarjanju vsebine, kar je na področju spletnih medijev zelo pomembno in dobrodošlo. Kajti s tem vplivajo na njegovo pripadnost podjetju in povečujejo možnost vračanja na spletno stran.The time we live in is characterized by many rapid changes. All these changes require the proper response that is in accordance with environment changes and business of the company. The World Wide Web has been becoming the increasingly extended database as a consequence of information society and the process of globalization. The thing that used to be a characteristic for television has become characteristic for Internet: “If you are not online you do not exist”. In response of information and data overloading and easier orientation of users the trend of setting the web portals was realized. The web portal works as an entry point in searching useful information within the World Wide Web. Nowadays, in information and communication era, the World Wide Web can be defined as a new media that offers to its users a mass of services where the new media and the old one are united. The utilization of Internet interactivity is important achievement that makes it possible for users to actively participate in co-creating the content of media web portals. The mentioned fact is as important as welcomed in media world. To explain it, the media companies can actively impact on user loyalty if she or he feels herself or himself as an important part of media company success. What is more, the possible return of user to the web portal rises