Aplicación y uso de la web 2.0 y de las redes sociales en la comunicación científica especializada: del marketing viral al usuario activo

this article analyzes the use of spanish scientific entities of the 2.0 web for spreading their scientific-technical activities and information. for this purpose, we have chosen ''science week'' as the temporal framework. ''science week'' is the most important annual scientific communication event held in spain. based on the hypothesis that web becomes the main spreading channel in this event for the public to be updated with activities, we do research on push and pull strategies for capturing audience and extension of the a priori segment-niche which is strongly limited to the specialization until its extension to a wider and then more general audience. application that these organisms have made of 2.0 web and social networks in 2009 to increase their communication possibilities by applying viral and buzz techniques has been especially interesting. this application is intended to make audiences adopt a proactive spreading attitude of science among profiles of users who share expectations and aspirations with relation to the scientific world.