Representación composicional (CoDa) de la agenda-setting de la opinión sobre política de los principales grupos de medios españoles en las elecciones generales de 2015

Abstract

Este artículo presenta un estudio innovador sobre la representación de la agenda-setting de los principales grupos de medios españoles (RTVE, Prisa, Vocento, Unidad Editorial, COPE, Atresmedia, Planeta, Godó, Mediaset España y Libertad Digital), en el contexto de las Elecciones Generales en España del año 2015. El estudio emplea una metodología cuantitativa con base a un análisis de contenido de los principales programas con espacios de opinión sobre política en la radio y televisión española, así como de los principales periódicos vinculados a estos grupos mediáticos. Asimismo, se emplea la herramienta metodológica composicional del CoDa-biplot, que contribuye a visualizar y enfatizar la relevancia relativa de los componentes en estudio. El artículo proporciona un mapeo de la agenda de los principales grupos de medios en el contexto electoral, al tiempo que alcanza la representación de los efectos del priming y la espiral del silencio en el estudio proporcional de los issues y emisores de la agenda.

Mapping the agenda-setting theory, priming and the spiral of silence in Twitter accounts of political parties

“…The very nature of the AS theory makes analysis of content in the agenda typically focus on the relative or comparative importance of some issues over others (Blasco-Duatis et al 2018a, 2018b, 2018c. In other words, it is assumed that some media or social actors are busier than others, leading to an overall increase in communication volume, which is void of content-related interest.…”

“…Nowadays, CoDa spans almost all the hard sciences and has started to be used in several fields of social science, such as education (Batista-Foguet et al 2015), economics (Fry 2011), marketing (Vives-mestres et al 2016), accounting (Linares-Mustarós et al 2018), tourism (Ferrer-Rosell and Coenders 2018), values (van Eijnatten et al 2015, social networks (Kogovšek et al 2013), time use (Martín-Fernández et al 2015) and election studies (Egozcue and Pawlowsky-Glahn 2011). Its application to content analysis in political communication (Blasco-Duatis et al 2018a, 2018b, 2018c and in other fields of communication (Mariné-Roig and Ferrer Rosell 2018;Wang et al 2018) is very recent, even though, as argued previously, such analysis poses the same problems in all respects as those faced by chemical and geological analyses. Absolute data are irrelevant and mostly tell about the length of the text, the word count, the popularity of the sender, and so on.…”

“…Only the proportions of each content category or the relative size of one type of content over another are truly informative. The details and properties of the proposed method have been discussed in Blasco-Duatis et al (2018b). A summary follows below.…”

“…If the z vector contains zeros, they must be replaced beforehand. Among the zero replacement methods discussed in Martín-Fernández et al (2011) whose discussion is beyond the scope of this article, we use the same method proposed by Blasco-Duatis et al (2018a, 2018b, 2018c in the AS research context.…”

“…Existing differences between senders and content categories in AS have traditionally been studied either descriptively, by counting the occurrence of issues, or by means of Spearman correlations, taking only rank order into consideration and leaving out any other information. Recently, compositional analysis (CoDa), the standard statistical methodology when the researcher is interested in the relative importance of the parts of a whole (Aitchison 1986), has started to be applied in AS research (Blasco-Duatis et al 2018a, 2018b, 2018c. We especially focus on a data visualization tool, the compositional biplot, which allows us to see which issues are prioritized, who their senders are and the relationships between them, while taking into consideration the fact that the relevant information is the relative volume of each issue for each sender.…”