is professor of Political Communication and Global Communication at the University of Navarra and holds an international double doctoral degree from the same institution and l'Université Paris-Est (France). Her research mainly focuses on political marketing, election campaigns, and transparency and public communication from institutions. She has been a visiting scholar at

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KeywordsTwitter, elections, Framing, campaigning online, Spain, political mobilization

Politicians have been quick to adopt and leverage social media to engage voters. Micro-blogging on Twitter is a campaign tool that helps a political candidate directly interact with citizens through a shared conversation. It also allows the candidate to use a personal campaigning style based on a more everyday (versus an institutionalized) style of speech. The aim of this article is to analyse the extent to which the candidates for the presidency of the two leading parties in Spain deployed this personal strategy on Twitter during 2011 General-Election campaign. In order to achieve our goal, we have designed and used a quantitative and qualitative analysis of the 2.274 tweets put out by both candidates’ accounts: @conRubalcaba and @marianorajoy.

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Politainment is a phenomenon that deals with the political communication of entertainment regarding its production, diffusion and intake in its different formats. It entails consequences regarding the dynamics of communication such as political informative decline, along with the loss of democratic quality giving prominence to a post-truth communication environment and promoting the celebritization of politicians. The academic basis upholds that, in the politainment environment, social networks play an important role acting as instruments that help promote information exchange, both horizontally and vertically, from an active, connected, empowered social audience which evidences participation, contribution, production and collaboration. This research is pioneer in identifying the kind of contents of politainment programmes that promote a greater engagement among the social audience. Therefore, it includes an empirical analysis from a quantitative and qualitative approach of the contents of tweets and comments with the highest level of interaction among prosumers from the profiles of the three most representative politainment programmes in Spain: El Objetivo, El programa de Ana Rosa and El Intermedio. The results achieved from this comparative analysis include significant differences regarding the politainment content promoted by these programmes and also in relation to the level of online engagement. Although the limited interaction from the social audience was a common pattern, the results show that tweets with hashtags, visual elements and the ones using the attribute of responsibility frame achieved a higher engagement level than the rest of them.

Introducción: Esta investigación tiene como propósito analizar la actividad de la audiencia en la construcción de la agenda periodística de cuatro cibermedios generalistas líderes en el ámbito español (El País, El Mundo, El Confidencial y El Diario). Metodología: A partir de un análisis de contenido (n=3.600 temas recogidos durante 15 días de junio de 2017), se registra la coincidencia entre los temas de portada, las clasificaciones de ‘lo más leído’ y los ‘temas del momento’ asociados en Twitter, entre otras variables. Resultados y conclusiones: Se concluye que los cibermedios estudiados presentan una agenda de portada sensible a la participación ciudadana, que se traduce en un protagonismo más duradero para aquellos asuntos que coinciden con los más leídos o los trending topics. Aunque prevalece el distanciamiento entre los tratamientos informativos preferidos por los periodistas (duros) y los más leídos (blandos), son los primeros los que logran más participación, en concomitancia con otros factores como la coincidencia interagenda, la permanencia y la posición en portada.