Campañas electorales y Twitter. La difusión de contenidos mediáticos en el entorno digital
DOI:
https://doi.org/10.7764/cdi.48.27679Palabras clave:
comunicación política, campaña electoral, medios sociales, Twitter, televisión, hibridaciónResumen
Esta investigación examina la relación entre medios convencionales y Twitter durante la campaña electoral de 2016 en España. La metodología combina el análisis de contenido cuantitativo y el análisis métrico sobre una muestra de 8.199 mensajes publicados por los cuatro partidos más votados: PP, PSOE, Podemos y Ciudadanos. Los resultados confirman que los partidos aprovechan Twitter para amplificar el impacto de sus intervenciones en medios convencionales, siendo especialmente significativo el debate a cuatro emitido por diferentes cadenas televisiva. Este dato refuerza la idea de que viejos y nuevos medios conviven y se complementan en un entorno comunicativo híbrido.
Citas
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Alonso-Muñoz, L., Miquel Segarra, S., & Casero-Ripollés, A. (2016). Un potencial comunicativo desaprovechado. Twitter como mecanismo generador de diálogo en campaña electoral. [An untapped communicative potential. Twitter as mechanism to generate dialogue in electoral campaign]. Obra digital: revista de comunicación, (11), 39-59. http://dx.doi.org/10.25029/od.2016.100.%25x
Anstead, N., & O’Loughlin, B. (2011). The emerging viewertariat and BBC question time: Television debate and real-time commenting online. The international journal of press/politics, 16(4), 440-462. https://doi.org/10.1177/1940161211415519
Bentivegna, S. (2015). A colpi di tweet: la politica in prima persona. Bolonia: Il Mulino.
Broersma, M., & Graham, T. (2013). Twitter as a news source: How Dutch and British newspapers used tweets in their news coverage, 2007–2011. Journalism practice, 7(4), 446-464. https://doi.org/10.1080/17512786.2013.802481
Casero-Ripollés, A., Feenstra, R. A., & Tormey, S. (2016). Old and new media logics in an electoral campaign: The case of Podemos and the two-way street mediatization of politics. The international journal of press/politics, 21(3), 378-397.
https://doi.org/10.1177/1940161216645340
Casero-Ripollés, A. (2008). Modelos de relación entre periodistas y políticos: La perspectiva de la negociación constante [Models of relationship between journalists and politicians: The perspective of constant negotiation]. Estudios sobre el mensaje periodístico, 14, 111-129. ISSN: 1134-1629
Castells, M. (2009). Comunicación y poder [Comunication and power]. Barcelona: Alianza.
Ceccarini, L. (2015). La cittadinanza in rete [Citizenship on the net]. Bolonia: Il Mulino.
Cha, M., Haddadi, H., Benevenuto, F., & Gummadi, K. P. (2010, May). Measuring user influence in twitter: The million follower fallacy. Icwsm, 10(10-17), 30.
Chadwick, A. (2017). The hybrid media system: Politics and power. Oxford: Oxford University Press.
Chadwick, A. (2011). The political information cycle in a hybrid news system: The British prime minister and the “Bullygate” affair. The International Journal of Press/Politics, 16(1), 3-29. https://doi.org/10.1177/1940161210384730
Criado, J. I., Martínez-Fuentes, G., & Silván, A. (2013). Twitter en campaña: las elecciones municipales españolas de 2011 [Twitter in campaign: the Spanish municipal elections of 2011]. RIPS. Revista de Investigaciones Políticas y Sociológicas, 12(1), 93-113. ISSN 1577-239X
Freelon, D., & Karpf, D. (2015). Of big birds and bayonets: Hybrid Twitter interactivity in the 2012 presidential debates. Information, Communication & Society, 18(4), 390-406. https://doi.org/10.1080/1369118X.2014.952659
Gainous, J., & Wagner, K. M. (2014). Tweeting to power: The social media revolution in American politics. Oxford: Oxford University Press.
Graham, T., Broersma, M., Hazelhoff, K., & Van'T Haar, G. (2013). Between broadcasting political messages and interacting with voters: The use of Twitter during the 2010 UK general election campaign. Information, communication & society, 16(5), 692-716. https://doi.org/10.1080/1369118X.2013.785581
Hanna, A., Wells, C., Maurer, P., Friedland, L., Shah, D., & Matthes, J. (2013). Partisan alignments and political polarization online: A computational approach to understanding the French and US presidential elections». In: Weber, I., Popescu, A. M. & Pennacchiotti, M. (Eds.) Proceedings of the 2nd workshop politics, elections and data. Nueva York: ACM, 2013, p. 15-21.
Holtz-Bacha, C. (2013). Web 2.0: nuevos desafíos en comunicación política [Web 2.0: new challenges in political communication]. Diálogo político, 30(1), 11-27.
Hosch-Dayican, B. (2014). Online political activities as emerging forms of political participation: How do they fit in the conceptual map?. Acta politica, 49(3), 342-346. https://doi.org/10.1057/ap.2014.7
Iannelli, L. (2016). Hybrid Politics: Media and Participation. Londres: SAGE.
Jackson, N., & Lilleker, D. (2011). Microblogging, constituency service and impression management: UK MPs and the use of Twitter. The journal of legislative studies, 17(1), 86-105. https://doi.org/10.1080/13572334.2011.545181
Jenkins, H. (2006). Convergence culture: Where old and new media collide. Nueva York: NYU Press.
Jewitt, R. (2009). The trouble with twittering: Integrating social media into mainstream news. International Journal of Media and Cultural Politics, 5(3), 233-240. http://dx.doi.org/ 10.1386/macp.5.3.231/3
Jungherr A. (2014). Twitter in politics: a comprehensive literature review. Disponible en SSRN 2402443. http://dx.doi.org/10.2139/ssrn.2402443
Karlsen, R., & Enjolras, B. (2016). Styles of social media campaigning and influence in a hybrid political communication system: Linking candidate survey data with Twitter data. The International Journal of Press/Politics, 21(3), 338-357. https://doi.org/10.1177/1940161216645335
Kim, Y. (2011). The contribution of social network sites to exposure to political difference: The relationships among SNSs, online political messaging, and exposure to cross-cutting perspectives. Computers in Human Behavior, 27(2), 971-977. https://doi.org/10.1016/j.chb.2010.12.001
Kruikemeier, S. (2014). How political candidates use Twitter and the impact on votes. Computers in human behavior, 34, 131-139. https://doi.org/10.1016/j.chb.2014.01.025
Larsson, A.O. (2016). Online, all the time? A quantitative assessment of the permanent campaign on Facebook. New media & society, 18(2), 274-292. https://doi.org/10.1177/1461444814538798
Larsson, A.O. (2017). The news user on social media: A comparative study of interacting with media organizations on Facebook and Instagram. Journalism studies, 1-18. doi: http://doi.org/10.1080/1461670X.2017.1332957
Lilleker, D. G., Tenscher, J., & Štětka, V. (2015). Towards hypermedia campaigning? Perceptions of new media's importance for campaigning by party strategists in comparative perspective. Information, Communication & Society, 18(7), 747-765. https://doi.org/10.1080/1369118X.2014.993679
López-Meri, A., Marcos-García, S., & Casero-Ripollés, A. (2017). What do politicians do on Twitter? Functions and communication strategies in the Spanish electoral campaign of 2016. El profesional de la información, 26(5), 795-804.
López-Meri, A., & Casero-Ripollés, A. (2017). Las estrategias de los periodistas para la construcción de marca personal en Twitter: posicionamiento, curación de contenidos, personalización y especialización [The strategies of journalists for building personal branding on Twitter: positioning, curation of content, personalization and specialization]. Revista Mediterránea de Comunicación/ Mediterranean Journal of Communication, vol. 8, núm. 1, p. 59-73. doi: 10.14198/MEDCOM2017.8.1.5
Marchetti, R., & Ceccobelli, D. (2016). Twitter and television in a hybrid media system: the 2013 Italian election campaign. Journalism Practice, 10(5), 626-644. https://doi.org/10.1080/17512786.2015.1040051
Marcos-García, S., Alonso-Muñoz, L., & Casero-Ripollés, A. (2017). Usos ciudadanos de Twitter en eventos políticos relevantes. La# SesiónDeInvestidura de Pedro Sánchez [Citizen uses of Twitter in relevant political events. The #Session ofInvestiture of Pedro Sánchez]. Comunicación y hombre, (13), 25-49.
Mascaro, C., & Goggins, S. P. (2012). Twitter as virtual town square: Citizen engagement during a nationally televised Republican primary debate. APSA 2012 Annual Meeting Paper.
Murthy, D. (2013). Twitter: Social communication in the Twitter age. Hoboken, Nueva Jersey: John Wiley & Sons.
Norquay, G. (2008). Organizing without an organization: The Obama networking revolution. Policy Options, 29(9), 6-11.
Papacharissi, Z., & de Fatima Oliveira, M. (2011, September). The rhythms of news storytelling on Twitter: Coverage of the January 25th Egyptian uprising on Twitter. In World Association for Public Opinion Research Conference (Vol. 312, p. 3188).
Parmelee, J. H., & Bichard, S. L. (2011). Politics and the Twitter revolution: How tweets influence the relationship between political leaders and the public. United Kingdom: Lexington Books
Piscitelli, A. (2011). Prólogo: Twitter, la revolución y los enfoques ni-ni [Prologue: Twitter, the revolution and the ni-ni approaches]. In Orihuela, J. L. Mundo Twitter, 15-20.
Rega, R. (2016). Twitter as a New Engagement Opportunity. Analysis of the Questions and Answers between the Italian Prime Minister and Citizens. Trípodos, (39), 91-107.
Rodríguez, R., & Ureña, D. (2011). Diez razones para el uso de Twitter como herramienta en la comunicación política y electoral [Ten reasons for the use of Twitter as a tool in political and electoral communication]. Comunicación y pluralismo, 10, 89-116.
Rossi, L., & Magnani, M. (2012, May). Conversation practices and network structure in Twitter. In Sixth International AAAI Conference on Weblogs and Social Media, 563-566.
Shamma, D. A., Kennedy, L., & Churchill, E. F. (2009, October). Tweet the debates: understanding community annotation of uncollected sources. In Proceedings of the first SIGMM workshop on Social media (pp. 3-10). ACM.
Strömbäck, J. (2008). Four phases of mediatization: An analysis of the mediatization of politics. The international journal of press/politics, 13(3), 228-246. https://doi.org/10.1177/1940161208319097
Stromer-Galley, J. (2014). Presidential campaigning in the Internet age. Oxford University Press.
Trilling, D. (2015). Two different debates? Investigating the relationship between a political debate on TV and simultaneous comments on Twitter. Social science computer review, 33(3), 259-276. https://doi.org/10.1177/0894439314537886
Vergeer, M., Hermans, L., & Sams, S. (2013). Online social networks and micro-blogging in political campaigning: The exploration of a new campaign tool and a new campaign style. Party politics, 19(3), 477-501. https://doi.org/10.1177/1354068811407580
Wohn, D. Y., & Na, E. K. (2011). Tweeting about TV: Sharing television viewing experiences via social media message streams. First Monday, 16(3). https://doi.org/10.5210/fm.v16i3.3368
Alonso-Muñoz, L., Marcos-García, S., & Casero-Ripollés, A. (2017). Political leaders in (inter) action. Twitter as a strategic communication tool in electoral campaigns. Trípodos, (39), 71-90.
Alonso-Muñoz, L., Miquel Segarra, S., & Casero-Ripollés, A. (2016). Un potencial comunicativo desaprovechado. Twitter como mecanismo generador de diálogo en campaña electoral. [An untapped communicative potential. Twitter as mechanism to generate dialogue in electoral campaign]. Obra digital: revista de comunicación, (11), 39-59. http://dx.doi.org/10.25029/od.2016.100.%25x
Anstead, N., & O’Loughlin, B. (2011). The emerging viewertariat and BBC question time: Television debate and real-time commenting online. The international journal of press/politics, 16(4), 440-462. https://doi.org/10.1177/1940161211415519
Bentivegna, S. (2015). A colpi di tweet: la politica in prima persona. Bolonia: Il Mulino.
Broersma, M., & Graham, T. (2013). Twitter as a news source: How Dutch and British newspapers used tweets in their news coverage, 2007–2011. Journalism practice, 7(4), 446-464. https://doi.org/10.1080/17512786.2013.802481
Casero-Ripollés, A., Feenstra, R. A., & Tormey, S. (2016). Old and new media logics in an electoral campaign: The case of Podemos and the two-way street mediatization of politics. The international journal of press/politics, 21(3), 378-397.
https://doi.org/10.1177/1940161216645340
Casero-Ripollés, A. (2008). Modelos de relación entre periodistas y políticos: La perspectiva de la negociación constante [Models of relationship between journalists and politicians: The perspective of constant negotiation]. Estudios sobre el mensaje periodístico, 14, 111-129. ISSN: 1134-1629
Castells, M. (2009). Comunicación y poder [Comunication and power]. Barcelona: Alianza.
Ceccarini, L. (2015). La cittadinanza in rete [Citizenship on the net]. Bolonia: Il Mulino.
Cha, M., Haddadi, H., Benevenuto, F., & Gummadi, K. P. (2010, May). Measuring user influence in twitter: The million follower fallacy. Icwsm, 10(10-17), 30.
Chadwick, A. (2017). The hybrid media system: Politics and power. Oxford: Oxford University Press.
Chadwick, A. (2011). The political information cycle in a hybrid news system: The British prime minister and the “Bullygate” affair. The International Journal of Press/Politics, 16(1), 3-29. https://doi.org/10.1177/1940161210384730
Criado, J. I., Martínez-Fuentes, G., & Silván, A. (2013). Twitter en campaña: las elecciones municipales españolas de 2011 [Twitter in campaign: the Spanish municipal elections of 2011]. RIPS. Revista de Investigaciones Políticas y Sociológicas, 12(1), 93-113. ISSN 1577-239X
Freelon, D., & Karpf, D. (2015). Of big birds and bayonets: Hybrid Twitter interactivity in the 2012 presidential debates. Information, Communication & Society, 18(4), 390-406. https://doi.org/10.1080/1369118X.2014.952659
Gainous, J., & Wagner, K. M. (2014). Tweeting to power: The social media revolution in American politics. Oxford: Oxford University Press.
Graham, T., Broersma, M., Hazelhoff, K., & Van'T Haar, G. (2013). Between broadcasting political messages and interacting with voters: The use of Twitter during the 2010 UK general election campaign. Information, communication & society, 16(5), 692-716. https://doi.org/10.1080/1369118X.2013.785581
Hanna, A., Wells, C., Maurer, P., Friedland, L., Shah, D., & Matthes, J. (2013). Partisan alignments and political polarization online: A computational approach to understanding the French and US presidential elections». In: Weber, I., Popescu, A. M. & Pennacchiotti, M. (Eds.) Proceedings of the 2nd workshop politics, elections and data. Nueva York: ACM, 2013, p. 15-21.
Holtz-Bacha, C. (2013). Web 2.0: nuevos desafíos en comunicación política [Web 2.0: new challenges in political communication]. Diálogo político, 30(1), 11-27.
Hosch-Dayican, B. (2014). Online political activities as emerging forms of political participation: How do they fit in the conceptual map?. Acta politica, 49(3), 342-346. https://doi.org/10.1057/ap.2014.7
Iannelli, L. (2016). Hybrid Politics: Media and Participation. Londres: SAGE.
Jackson, N., & Lilleker, D. (2011). Microblogging, constituency service and impression management: UK MPs and the use of Twitter. The journal of legislative studies, 17(1), 86-105. https://doi.org/10.1080/13572334.2011.545181
Jenkins, H. (2006). Convergence culture: Where old and new media collide. Nueva York: NYU Press.
Jewitt, R. (2009). The trouble with twittering: Integrating social media into mainstream news. International Journal of Media and Cultural Politics, 5(3), 233-240. http://dx.doi.org/ 10.1386/macp.5.3.231/3
Jungherr A. (2014). Twitter in politics: a comprehensive literature review. Disponible en SSRN 2402443. http://dx.doi.org/10.2139/ssrn.2402443
Karlsen, R., & Enjolras, B. (2016). Styles of social media campaigning and influence in a hybrid political communication system: Linking candidate survey data with Twitter data. The International Journal of Press/Politics, 21(3), 338-357. https://doi.org/10.1177/1940161216645335
Kim, Y. (2011). The contribution of social network sites to exposure to political difference: The relationships among SNSs, online political messaging, and exposure to cross-cutting perspectives. Computers in Human Behavior, 27(2), 971-977. https://doi.org/10.1016/j.chb.2010.12.001
Kruikemeier, S. (2014). How political candidates use Twitter and the impact on votes. Computers in human behavior, 34, 131-139. https://doi.org/10.1016/j.chb.2014.01.025
Larsson, A.O. (2016). Online, all the time? A quantitative assessment of the permanent campaign on Facebook. New media & society, 18(2), 274-292. https://doi.org/10.1177/1461444814538798
Larsson, A.O. (2017). The news user on social media: A comparative study of interacting with media organizations on Facebook and Instagram. Journalism studies, 1-18. doi: http://doi.org/10.1080/1461670X.2017.1332957
Lilleker, D. G., Tenscher, J., & Štětka, V. (2015). Towards hypermedia campaigning? Perceptions of new media's importance for campaigning by party strategists in comparative perspective. Information, Communication & Society, 18(7), 747-765. https://doi.org/10.1080/1369118X.2014.993679
López-Meri, A., Marcos-García, S., & Casero-Ripollés, A. (2017). What do politicians do on Twitter? Functions and communication strategies in the Spanish electoral campaign of 2016. El profesional de la información, 26(5), 795-804.
López-Meri, A., & Casero-Ripollés, A. (2017). Las estrategias de los periodistas para la construcción de marca personal en Twitter: posicionamiento, curación de contenidos, personalización y especialización [The strategies of journalists for building personal branding on Twitter: positioning, curation of content, personalization and specialization]. Revista Mediterránea de Comunicación/ Mediterranean Journal of Communication, vol. 8, núm. 1, p. 59-73. doi: 10.14198/MEDCOM2017.8.1.5
Marchetti, R., & Ceccobelli, D. (2016). Twitter and television in a hybrid media system: the 2013 Italian election campaign. Journalism Practice, 10(5), 626-644. https://doi.org/10.1080/17512786.2015.1040051
Marcos-García, S., Alonso-Muñoz, L., & Casero-Ripollés, A. (2017). Usos ciudadanos de Twitter en eventos políticos relevantes. La# SesiónDeInvestidura de Pedro Sánchez [Citizen uses of Twitter in relevant political events. The #Session ofInvestiture of Pedro Sánchez]. Comunicación y hombre, (13), 25-49.
Mascaro, C., & Goggins, S. P. (2012). Twitter as virtual town square: Citizen engagement during a nationally televised Republican primary debate. APSA 2012 Annual Meeting Paper.
Murthy, D. (2013). Twitter: Social communication in the Twitter age. Hoboken, Nueva Jersey: John Wiley & Sons.
Norquay, G. (2008). Organizing without an organization: The Obama networking revolution. Policy Options, 29(9), 6-11.
Papacharissi, Z., & de Fatima Oliveira, M. (2011, September). The rhythms of news storytelling on Twitter: Coverage of the January 25th Egyptian uprising on Twitter. In World Association for Public Opinion Research Conference (Vol. 312, p. 3188).
Parmelee, J. H., & Bichard, S. L. (2011). Politics and the Twitter revolution: How tweets influence the relationship between political leaders and the public. United Kingdom: Lexington Books
Piscitelli, A. (2011). Prólogo: Twitter, la revolución y los enfoques ni-ni [Prologue: Twitter, the revolution and the ni-ni approaches]. In Orihuela, J. L. Mundo Twitter, 15-20.
Rega, R. (2016). Twitter as a New Engagement Opportunity. Analysis of the Questions and Answers between the Italian Prime Minister and Citizens. Trípodos, (39), 91-107.
Rodríguez, R., & Ureña, D. (2011). Diez razones para el uso de Twitter como herramienta en la comunicación política y electoral [Ten reasons for the use of Twitter as a tool in political and electoral communication]. Comunicación y pluralismo, 10, 89-116.
Rossi, L., & Magnani, M. (2012, May). Conversation practices and network structure in Twitter. In Sixth International AAAI Conference on Weblogs and Social Media, 563-566.
Shamma, D. A., Kennedy, L., & Churchill, E. F. (2009, October). Tweet the debates: understanding community annotation of uncollected sources. In Proceedings of the first SIGMM workshop on Social media (pp. 3-10). ACM.
Strömbäck, J. (2008). Four phases of mediatization: An analysis of the mediatization of politics. The international journal of press/politics, 13(3), 228-246. https://doi.org/10.1177/1940161208319097
Stromer-Galley, J. (2014). Presidential campaigning in the Internet age. Oxford University Press.
Trilling, D. (2015). Two different debates? Investigating the relationship between a political debate on TV and simultaneous comments on Twitter. Social science computer review, 33(3), 259-276. https://doi.org/10.1177/0894439314537886
Vergeer, M., Hermans, L., & Sams, S. (2013). Online social networks and micro-blogging in political campaigning: The exploration of a new campaign tool and a new campaign style. Party politics, 19(3), 477-501. https://doi.org/10.1177/1354068811407580
Wohn, D. Y., & Na, E. K. (2011). Tweeting about TV: Sharing television viewing experiences via social media message streams. First Monday, 16(3). https://doi.org/10.5210/fm.v16i3.3368
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2021-01-25
Cómo citar
Marcos-García, S. ., Alonso-Muñoz , L. ., & López-Meri , A. . (2021). Campañas electorales y Twitter. La difusión de contenidos mediáticos en el entorno digital. Cuadernos.Info, (48), 27–49. https://doi.org/10.7764/cdi.48.27679
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