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Between October and November 2018 the deliberations on who should pay the mortgage taxes whether the client or the Bank had an economic, political and, of Recibido: 03/09/2019 --Aceptado: 13/02/2020 --Publicado: 15/12/2020 Quintana Pujalte, L. Aproximación al Framing en medios tradicionales y en nativos digitales. El caso del impuesto a las hipotecas en España 2 Vivat Academia. Revista de Comunicación. 15 diciembre 2020 /15 marzo 2021, no 153, 1-28 course, media impact in Spain. From an approach marked by framing and with the objective of identifying differences and similarities, the frames offered by the traditional media and digital natives of the Iberian country are interpreted on this issue. The perspective is innovative because the frames in these media are compared with differentiated origins. Based on a mixed content analysis methodology, information pieces corresponding to the reference media in Spain were analyzed. El País, El Mundo, Elconfidencial.com and Eldiario.es. Among the most relevant results is the privileged presence of the Bank in the frameworks of the media, and of the political-institutional sources. It was also concluded that framing varies if it is done from traditional media or from digital native media, due to the particular use of information sources and the cultural values to which they appeal. The hegemony of the Bank's discourse fosters a public opinion that preferentially knows the interests of these private groups.

Aproximación al Framing en medios tradicionales y en nativos digitales. El caso del impuesto a las hipotecas en España.