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Title: Estrategia electoral en Twitter de los principales líderes políticos durante las Elecciones Generales en España 2019
Other Titles: Electoral strategy on Twitter of main political leaders during the General Elections in Spain 2019
Author: Martínez Juan, Vicente
Tutor: Marqués Pascual, Joaquín  
Keywords: political communication
social networks
electorals campaigns
political parties
Issue Date: Jun-2019
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: It is clear that we are facing a new change in the paradigm of communication in which Twitter maintains a prominent place in the political landscape, acquiring a significant relevance during the election campaigns for its possibilities of interactivity, ability to reach and rapid dissemination of messages. The objective of this paper is to explore the use made of the social network Twitter by the four main political leaders during the electoral campaign carried out between April 12 and April 26, 2019, a period that corresponds to the official campaign of the Spanish general elections to Congress and Senate. To this end, the profiles of these candidates were tracked through their timeline, a quantitative analysis of their participation and a qualitative analysis in which they were categorized as the tone, orientation and theme addressed around their target audiences. The corpus of this study is composed of a total of 435 tweets and 293 retweets whose results show: 1) The existence of a political communication strategy on Twitter. 2) The use of the possibilities of interaction and dynamization of dialogue with different strategies and intensity. 3) Use of the self-promotion function through the text itself, audiovisual material and shared links with the aim of enhancing, mainly, activities specific to the campaign. 4) A high percentage of messages that do not correspond to the concerns of their target audience, although with the differences between the candidates. It is assured that there is a strategic use of communication on Twitter and there is still a wide margin to exploit the interactive potential and whose electoral context has revolved around a promotional monologue closer to its thematic agendas than to the topics of interest of your electorate.
Language: Spanish
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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