Evolución de la comunicación política digital (2011-2019)ocaso de los blogs, declive de Facebook, generalización de Twitter y popularización de Instagram

Abstract

This work studies the electoral use of the blogosphere, Facebook, Twitter and Instagram by the Spanish politicians during the last decade. The objective is to verify the evolution of their presence in these channels, both in a simple and multiplatform way,as well as their activity and popularity in each of them. The research applies a quantitative analysis to a corpus formed by the leaders of the lists of candidatesto the Congress of Deputies presented in all the electoral districts by the parties with the highest voting expectations in the General Elections of November 2011 (PP and PSOE), December 2015 (PP, PSOE, Podemos and Ciudadanos) and April 2019 (PSOE, PP, Ciudadanos, Unidas Podemos and Vox). The results show the fall of blogs, the decline of Facebook, the generalization of Twitter and the progressive popularization of Instagram as platforms for political communication in elections. They also show that the digital adaptation of the politicians is still incomplete, with the majority of candidates updating one or no social media channels, as opposed to those publishing in two or three of them.