Comunicación política y Covid-19. Estrategias del Gobierno de España

Abstract

The Covid-19 pandemic has disrupted societies, having health, economic, political, and communication implications. Governments have had to plan and implement immediate communication strategies to explain the actions that have been taken and to manage public health campaigns. This research analyzes the Spanish Government’s communication strategy at national and international level since the announcement of the state of alert on 13 March until 9 May 2020. To this end, the 71 press conferences held by the Government have been analyzed, with the participation of 414 media outlets that have asked 1,069 questions, in addition to 1,080 publications on the official accounts of La Moncloa on Facebook and Twitter and information about Spain in the two main newspapers in six countries (Belgium, France, Germany, Italy, USA, and UK). The results show a permanent presence of the Government, offering information via up to three press conferences on some days, revealing a strategy to control the subjects of discussion and their framing with warlike language associated with national unity. On social networks, the content related to administrative or service information prevails over image communication, with a clear dominance of press conferences and divergence between the communication interests of citizens versus the Government, preventing a true interaction between them. Regarding foreign press reports, 778 news items on Covid-19 in Spain were identified, with a prevalence in the US press and on economic rather than health issues. Resumen La pandemia de la Covid-19 ha irrumpido de modo abrupto en las sociedades, con implicaciones sanitarias, económicas, políticas y comunicativas. Los gobiernos han tenido que planificar y aplicar de manera inmediata estrategias de comunicación para explicar las medidas que se han adoptado y para gestionar campañas de salud pública. Esta investigación analiza la estrategia de comunicación del Gobierno de España en el ámbito nacional e internacional desde el anuncio del estado de alarma, el 13 de marzo, hasta el 9 de mayo de 2020. Para ello, se han analizado las 71 ruedas de prensa del Gobierno, en las que han participado 414 medios de comunicación, que han formulado 1.069 preguntas; además de las 1.080 publicaciones en las cuentas oficiales de La Moncloa en Facebook y Twitter, y las informaciones sobre España publicadas en los dos principales diarios de seis países (Italia, Francia, Alemania, Bélgica, Reino Unido y Estados Unidos). Los resultados muestran una presencia permanente del Gobierno para ofrecer información, compareciendo hasta tres veces por día en rueda de prensa, de acuerdo con una estrategia destinada a controlar los temas y los encuadres y con lenguaje bélico asociado a la unidad nacional. En redes sociales los contenidos relacionados con la información administrativa o de servicio (Galán-Galán, 2000, Almansa-Martínez, 2008) prevalecen sobre la comunicación imagen (Salerno, 2000), con un claro peso de las ruedas de prensa y una divergencia entre los intereses comunicativos de la ciudadanía y del Gobierno, que renuncia a una interacción real con ella. En cuanto a las informaciones de la prensa extranjera, se han identificado 778 noticias sobre la Covid-19 en España, con prevalencia en la prensa estadounidense y, fundamentalmente, sobre temas económicos en lugar de sanitarios.

Infodemic and Fake News in Spain during the COVID-19 Pandemic

“…Furthermore, the President of the Government of Spain Pedro Sanchez gave one or two press conferences every week. In total, 71 government press conferences were held during the lockdown, with 414 media outlets participating, which asked 1069 questions, according to Castillo-Esparcia, Fernández-Souto and Puentes-Rivera [ 30 ].…”

“…On the other hand, updated information was offered to citizens on institutional websites and profiles on social networks. Specifically, 1080 publications were posted to the official accounts of La Moncloa on Facebook and Twitter [ 30 ].…”

Digital Citizens’ Feelings in National #Covid19 Campaigns in Spain

“…The communication process has focused on the use of RTs; this indicates a low intention of interaction and/or discussion. The government uses the Twitter network more to spread information than to interact with citizens [25]. However, the conclusion is that the campaign has achieved the objective for which it was created, "to unite the efforts of the entire country in the fight against coronavirus and to provide incentive for social distancing measures" [37], and citizens have answered the call by retweeting.…”

“…Twitter has been considered an especially important social network during the Covid-19 health emergency [23]. Twitter is used more than any other network in Spain to discuss sociopolitical affairs [24], and the government has been observed to use Twitter to spread information related with administrative issues and press conferences, although without facilitating any true interaction between government and citizens [25,26]. Much research has been published in the last year tracing relationships between Twitter usage and aspects related with Covid-19: the impact of confinement on citizens [27], Twitter and the detection of signs alerting to the first of the Covid outbreaks [28], the effect of risk perception on social distancing [29], information on aerosols [30], the relationship between topics covered on Twitter and the feelings thus created [31], misinformation [32], Twitter as a tool for doctors to communicate with each other [33], communication among people with various illnesses during the pandemic [34] and alcohol consumption during the pandemic [35].…”

Marketing Information Systems in the Management of COVID-19

“…Government action becomes proactive with the information of the decisions, which are communicated in press conferences of the president and his ministers, configuring, therefore, the themes based on the decisions of the executive, as well as the decisions on how to cognitively structure the Covid-19 pandemic. Castillo, Fernández & Puentes [6].…”