Elecciones generales de 2019 en Twitter: eficacia de las estrategias comunicativas y debates televisados como motor del discurso social
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Resumen: Esta investigación analiza la campaña electoral en Twitter de los candidatos y los partidos políticos que han obtenido mayor representación parlamentaria en las elecciones generales celebradas en abril de 2019 en España. El principal objetivo de este trabajo es analizar la influencia de los debates electorales en las publicaciones de los candidatos y partidos en Twitter, para averiguar si tienen mayor difusión y potencian el discurso social. Así mismo se pretende determinar qué tipo de mensajes y estrategias consiguen mayor repercusión en Twitter. La metodología empleada para conseguirlo fue el análisis de contenido cuantitativo, cualitativo y de carácter verificativo y transversal. Para llevarlo a cabo, se recogió una muestra compuesta por 745 tweets de los que se seleccionaron los que alcanzaron más de 500 retweets, publicados por partidos (PSOE, PP, Ciudadanos, Unidas Podemos y Vox) y candidatos (Pedro Sánchez, Pablo Casado, Albert Rivera, Pablo Iglesias y Santiago Abascal) durante la campaña electoral (21A). Los resultados apuntan a que los debates televisados actúan como verdaderos catalizadores de la conversación social, de manera que las publicaciones realizadas tanto por los partidos como por los propios candidatos durante la emisión televisiva de estos eventos consiguen un mayor impacto entre los seguidores, que aquellas que no están vinculadas a este tipo de acontecimientos. Así mismo, se demuestra que los partidos y candidatos nacidos en el apogeo de los medios sociales, consiguen una mayor difusión de sus mensajes, pues han optimizado sus estrategias en redes sociales, algo que aún no han conseguido las formaciones acostumbradas a los medios de masas convencionales.
Abstract: This research analyzes candidates and political parties electoral campaign on Twitter that have obtained greater parliamentary representation in the general elections held in April 2019 in Spain. The main objective of this work is to analyze the influence of the electoral debates in the publications of the candidates and political parties on Twitter, to find out if they have a greater impact and enhance social discourse. We also aim to determine what type of messages and strategies have greatest impact on Twitter. The methodology used to achieve these goals was a quantitative, qualitative, explanatory and cross-sectional content analysis. To carry it out, a sample composed by 745 tweets was selected from those that reached more than 500 retweets, published by parties (PSOE, PP, Ciudadanos, Unidos Podemos and Vox) and candidates (Pedro Sánchez, Pablo Casado, Albert Rivera, Pablo Iglesias and Santiago Abascal) during the election campaign (21A).The results suggest that televised debates act as true catalysts for social conversation, so the publications made by both, the parties and the candidates themselves, during the television broadcast of these events achieve a greater impact among followers, than those that are not linked to such events. Likewise, it is demonstrated that parties and candidates born in the heyday of social media, get a greater diffusion of their messages, because they have optimized their strategies in social networks, something that have not yet been achieved by the formations accustomed to conventional mass media.
Abstract: This research analyzes candidates and political parties electoral campaign on Twitter that have obtained greater parliamentary representation in the general elections held in April 2019 in Spain. The main objective of this work is to analyze the influence of the electoral debates in the publications of the candidates and political parties on Twitter, to find out if they have a greater impact and enhance social discourse. We also aim to determine what type of messages and strategies have greatest impact on Twitter. The methodology used to achieve these goals was a quantitative, qualitative, explanatory and cross-sectional content analysis. To carry it out, a sample composed by 745 tweets was selected from those that reached more than 500 retweets, published by parties (PSOE, PP, Ciudadanos, Unidos Podemos and Vox) and candidates (Pedro Sánchez, Pablo Casado, Albert Rivera, Pablo Iglesias and Santiago Abascal) during the election campaign (21A).The results suggest that televised debates act as true catalysts for social conversation, so the publications made by both, the parties and the candidates themselves, during the television broadcast of these events achieve a greater impact among followers, than those that are not linked to such events. Likewise, it is demonstrated that parties and candidates born in the heyday of social media, get a greater diffusion of their messages, because they have optimized their strategies in social networks, something that have not yet been achieved by the formations accustomed to conventional mass media.