Análisis del aumento de seguidores y de la presencia multiplataforma de la clase política en Facebook, Twitter e Instagram en campañas electorales (2011-2019)

  1. Gamir-Ríos, José 1
  2. Cano-Orón, Lorena 1
  3. Baviera, Tomás
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Journal:
Fonseca, Journal of Communication

ISSN: 2172-9077

Year of publication: 2022

Issue: 24

Pages: 211-231

Type: Article

DOI: 10.14201/FJC.28295 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Fonseca, Journal of Communication

Abstract

The participation of politicians in social media is increasingly necessary in order to gain visibility. However, the logic of content dissemination is very different from conventional media. In social media, building a broad and varied base of followers facilitates a greater impact of the message. This article analyses the influence of various individual factors of the candidates on two aspects of the process: variation in the number of followers and multiplatform presence. Both issues are assessed on Facebook, Twitter, and Instagram in the context of three general elections held in Spain during the 2010s. The results show that the age and gender of the candidates, their frequency of publication and the position of power of their parties had little impact. On the other hand, the political trajectory of the candidates and the population size of their constituencies played a significant role, although this influence varies depending on the campaign and the social platform. The perspective of this study confirms those influencing factors that have stabilized over time and could predict future social media use more consistently.

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