La modernización de la campaña electoral para las elecciones generales de España en 2015. ¿Hacia la americanización?

Cervi, Laura; Roca, Núria Bosch

doi:10.32466/eufv-cyh.2017.13.219.133-150

Cited by 9 publications

(6 citation statements)

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“…In particular and in parallel with findings in other contexts, this literature distinguishes between "old," established and "new," entrepreneurial parties, with the latter being more prone to use social media (López-Meri; Marcos-García; Casero-Ripollés, 2017). Besides, these studies outline that, while established parties tend to appeal to the logic of persuasion, explicitly calling for votes, entrepreneurial parties, in particular, Podemos, focus more on mobilizing their supporters Roca-Trenchs, 2017b;. Moreover, social networks tend to create a more personalized environment in which individual politicians are profiled independently from their political party (Metz;Kruikemeier;Lecheler, 2020).…”

Section: Social Media and Politics In Spainmentioning

confidence: 99%

What are political parties doing on TikTok? The Spanish case

Cervi

Lladó

2021

EPI

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TikTok, already widely used before the pandemic, boomed during the quarantine that locked down large parts of the world, reaching 2 billion downloads and 800 million monthly active users worldwide by the end of 2020. Of these 800 million users, 41% are aged between 16 and 24 years. This social network, widely known for its entertainment videos, is increasingly becoming a place for political discussion and therefore a unique opportunity for political actors to (re)connect with young people. Acknowledging that the political uses of TikTok are still understudied, this paper aims to explore whether and how Spanish political parties are including TikTok as part of their communication strategy. Through an affordance-centered content analysis of all the posts published by the five most important Spanish political parties (PP, PSOE, Ciudadanos, Podemos, and Vox), the current results show that, although all Spanish political parties have adopted this platform, their usage is unequal. From a quantitative perspective, PP was the first party to open a TikTok account, but its usage has been discontinuous; Podemos and Ciudadanos are the parties that publish the most and most constantly, while Vox has only published nine posts and the PSOE one. Nonetheless, from a qualitative perspective, Podemos and Vox generate more engagement and seem to understand and exploit TikTok’s specific affordances better. The findings allow it to be concluded that, although globally Spanish political parties do not fully exploit the platform’s affordances and tend to use it as a unilateral tool for promotion, the most engaging posts are those favoring interaction and geared toward politainment.

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Section: Social Media and Politics In Spainmentioning

confidence: 99%

What are political parties doing on TikTok? The Spanish case

Cervi

Lladó

2021

EPI

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“…Politicians the world over utilize social media, not only during electoral campaigns, but also for everyday communications (Graham et al 2016). Politicians' use of social media is a strategic form of publicity (Kreiss 2016;Cervi and Roca 2017;Casero-Ripollés et al 2020;Guerrero-Solé and Lluís 2017;Guerrero-Solé and López-González 2019). As a consequence, politicians' influence is no longer estimated exclusively on the basis of their coverage in traditional media, but also on their popularity on social networks, where follower numbers, shares, retweets and likes are the measure of their success.…”

Section: Communicating For Influence and Visibilitymentioning

confidence: 99%

Bridging the Gap: How Gender Influences Spanish Politicians’ Activity on Twitter

Guerrero-Solé

Perales-García

2021

Journalism and Media

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Women have historically been underrepresented in politics. However, in the last few decades, more and more women have been elected to both upper and lower houses, particularly in Spain. Social media has become one >of the main channels for women to gain visibility, but the issue of unequal distribution of power and influence between men and women remains. This paper sheds light on gender differences among politicians on Twitter by analyzing the social media activity and influence of 277 of the 350 Members of the Spanish Congress of Deputies from March to June 2020. Our research shows there are still major gender differences regarding audience figures and amplification and that both male and female politicians still largely retweet more men than women. In addition, we found significant differences between parties and across the political spectrum, although these are less prominent (albeit not neutralized) in parties with a female leader. This is in keeping with studies that have found broad similarities between male and female politicians’ communicative practices, but a persistently large gap to be bridged in terms of their online influence. Female leaders are proposed as a means to bridge this gap.

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“…El resto de reacciones obtuvo cifras muy bajas, si bien cabe destacar que los usuarios, en relación con los contenidos políticos de la campaña electoral, utilizaron mayoritariamente aquellos botones que transmiten emociones positivas ("love" y "haha") frente a las negativas o desfavorables ("sad" y "angry"). Esta preferencia por las emociones positivas puede relacio- Facebook (Cervi & Roca, 2017;López-Meri et al, 2020) como en Twitter (Pérez-Dasilva et al, 2018;López-Meri et al, 2017).…”

Section: Discusión Y Conclusionesunclassified

“…Respecto al diálogo, los actores políticos se dedican a incluir enlaces a su página web y noticias sobre ellos, lo que refuerza la comunicación interna del partido y su vocación de auto-referencia (Cervi & Roca, 2017;Sampietro & Valera-Ordaz, 2015). En general, no se genera una conversación real con la audiencia (Magin et al, 2017;Renedo et al, 2018), salvo alguna excepción (Sørensen, 2016).…”

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Engagement entre políticos y seguidores en Facebook. El caso de las elecciones generales de 2016 en España

Miquel-Segarra

López-Meri

Viounnikoff-Benet

2020

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Las redes sociales han incorporado a la ciudadanía en la vida política, especialmente en periodos electorales. El objetivo de esta investigación es evaluar qué elementos de los mensajes difundidos por actores políticos en Facebook favorecen un mayor grado de engagement, apoyo y compromiso de los seguidores. Con las técnicas del análisis de contenido se examinan los posts publicados por PP, PSOE, Podemos y Ciudadanos, y sus respectivos candidatos, durante la campaña de las elecciones generales de 2016 en España. Los resultados indican que el grado de engagement es muy bajo, pese a registrarse niveles de interacción significativos.

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La modernización de la campaña electoral para las elecciones generales de España en 2015. ¿Hacia la americanización?

Cited by 9 publications

References 0 publications

What are political parties doing on TikTok? The Spanish case

What are political parties doing on TikTok? The Spanish case

Bridging the Gap: How Gender Influences Spanish Politicians’ Activity on Twitter

Engagement entre políticos y seguidores en Facebook. El caso de las elecciones generales de 2016 en España

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