Social media have become key in political communication, playing a crucial role in election campaigns due to their fast, ubiquitous communication. This paper focuses on the comparison of the use of the social network Twitter in Spanish and French public and commercial television stations, during the last televised debates held during their general elections (2019 and 2022). It seeks to find whether conversation and interaction with their audiences take place, and whether these meet the dialogic principles set forth by Kent and Taylor adapted to Twitter by Ribalko and Seltzer to include usefulness of information, generation of return visits and dialogic loop preservation. To do this, the content of the general Twitter profiles of two French television stations, together with their profiles focused on informative content, were analyzed before, during and after the televised election debate held on 20 April. Likewise, the Twitter profiles corresponding to two Spanish television stations, together with the profiles corresponding to their news programs, were studied before, during and after the televised election debates held on 22 and 23 April. After screening all their posts, those referring to the debate and generating the largest engagement figures were selected, in order to compare the topics covered in the televised debates with those covered in Twitter. The results reveal that the information-focused accounts originate more posts whose content is linked to the televised debates, in contrast with the general accounts. Furthermore, both the unidirectionality of their content, and the lack of dialogue and interaction between these accounts and their audiences, become apparent, in addition to the minimal occurrence of “debate about the debate” flow among users.
han analizado su poder como herramienta de comunicación y polarización política (Congosto-Martínez, 2016; Moya-Sánchez & Herrera-Damas, 2016), así como herramienta de debate [estudios de contenido (Moe, 2012), estudios de sentimiento (Stieglitz&Dang-Xuan, 2013). Este trabajo analizará cómo las fuerzas políticas PP, PSOE, Ciudadanos, Podemos y Vox han utilizado Twitter durante la retransmisión de los debates electorales de los comicios andaluces, celebrados el dos de diciembre de 2018. Se hará un seguimiento de los perfiles de los cuatro partidos que participaron en los debates retransmitidos por CanalSur y TVE los días 19 y 26 de noviembre, así como de Vox, la fuerza que irrumpe en el gobierno contra todo pronóstico. Se prestará atención a contenido y flujo de tuits de cada perfil, retuits, respuestas y hashtags, para comprobar si el uso de esta red social ha servido para predecir la tendencia política (Deltell et al, 2013). Además de los datos cuantitativos, se analizarán las estrategias seguidas por los partidos políticos en sus perfiles durante la emisión de los debates televisados. Los resultados servirán para establecer un marco general de análisis de cómo esta red ha influido en la comunicación de los partidos en campaña, así como detectar el interés que suscitan entre su audiencia los temas que se plantean durante ambos debates.
Disinformation and the proliferation of fake news are global problems that affect the stability of democracies throughout the world. The capacity of distorted information to interfere in election processes or in political agendas has led different actors to create verification initiatives, which operate in partnership with the mass media. Recently, during the 2020 health crisis, false information has proved to have damaging power not only at the levels of politics or communication, but also at a health level. Therefore, the social need to access reliable and quality information, as well as verified information aimed at eradicating hoaxes, becomes evident. This paper focuses on the European context, analyzing the relationship between active verifiers and television stations that are members of the CIRCOM Network, considering their strategies and verification programs. Using a qualitative methodology an exploratory study has been carried out, mapping initiatives and stations by assessing their contribution of verified information to society.
Influencers currently play a key role in corporate communications. Their presence is increasing in promotional activities, initiated both by private companies and public institutions, which has transformed them into particularly important figures over the past decade. But what is their specific role in public relations? Are they also part of PR campaigns? Are they considered a useful tool? This paper intends to provide answers to these questions, first by reviewing the academic literature in order to gather information about the current position of influencers within PR campaigns; and next, by analyzing two surveys completed by professionals in the USA and Spain, in order to understand the situation in both countries and to compare them with one another, so as to give a more complete picture of the current scenario. The bibliometric review shows that academia is studying the figure of the influencer, both from a general and a public relations point of view, acknowledging its importance in strategic communication today. Furthermore, the results of the questionnaires reveal that PR companies are actively hiring influencers; that they are considered a good complement to their other tools; and that these partnerships are delivering good results for their clients. Although incorporating them involves challenges, practitioners are improving their managing processes and believe that such collaborations will continue in the future.
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