Campañas electorales y Twitter. La difusión de contenidos mediáticos en el entorno digital

  • Silvia Marcos-García Universitat Jaume I de Castelló (España)
  • Laura Alonso-Muñoz Universitat Jaume I de Castelló (España)
  • Amparo López-Meri Universitat Jaume I de Castelló (España)
Palabras clave: comunicación política, campaña electoral, medios sociales, Twitter, televisión, hibridación

Resumen

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.

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Publicado
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
Sección
TEMAS GENERALES