Las diferencias comunicativas de los partidos emergentes y tradicionales: Análisis de los mensajes de Facebook publicados durante la campaña de 2015
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Publicado
25-06-2019
Vicente Fenoll
Lorena Cano-Orón
http://orcid.org/0000-0002-5851-4237
Lorena Cano-Orón
Resumen
Las redes sociales han supuesto una revolución para la comunicación política, posibilita a los partidos tener un canal de comunicación masivo con capacidad de personalizar y crear una comunicación directa con los ciudadanos. Este estudio analiza las publicaciones de los principales partidos políticos españoles en Facebook durante la campaña de las elecciones de 2015. Desde una perspectiva cuantitativa, comparamos la frecuencia de publicación y el contenido de los mensajes a través de un análisis computarizado. Los resultados señalan que existen diferencias entre partidos tradicionales y emergentes en la gestión de las páginas de Facebook.
Cómo citar
Fenoll, V., & Cano-Orón, L. (2019). Las diferencias comunicativas de los partidos emergentes y tradicionales: Análisis de los mensajes de Facebook publicados durante la campaña de 2015. ZER: Revista De Estudios De Comunicación = Komunikazio Ikasketen Aldizkaria, 24(46). https://doi.org/10.1387/zer.20225
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References
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Alashri S, Kandala SS, Bajaj V, Ravi R, Smith KL and Desouza KC (2016) An analysis of sentiments on facebook during the 2016 US presidential election. In: 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM), San Francisco, USA, August 2016, pp. 795–802. San Francisco: IEEE.
Aldrich JH, Gibson, RK, Cantijoch, M and Konitzer, T (2016) Getting out the vote in the social media era: Are digital tools changing the extent, nature and impact of party contacting in elections?. Party Politics 22(2): 165–178. DOI: 10.1177/1354068815605304
Al-Rawi A (2017) News values on social media: News organizations' Facebook use. Journalism 18(7): 871–889. DOI: 10.1177/1464884916636142
Bae Y and Lee H (2012) Sentiment analysis of Twitter audiences: Measuring the positive or negative influence of popular twitterers. Journal of the American Society for Information Science and Technology 63(12): 2521–2535. DOI: 10.1002/asi.22768
Ballesteros, C. A., Zamora, R., Goulart, M., Sánchez, P., Gil, A., Díez, M., & Muñiz, C. (2017). La interacción entre candidatos, partidos y ciudadanos en Facebook durante la campaña de las elecciones generales de 2015. Un análisis cuantitativo. In: La búsqueda digital del voto: cibercampañas electorales en España 2015-2016 (pp. 141-194). Tirant lo Blanch.
Bode L (2017) Closing the gap: gender parity in political engagement on social media. Information, Communication & Society 20(4): 587–603. DOI: 10.1080/1369118x.2016.1202302
Bruns A and Burgess J (2012) Researching news discussion on Twitter: New methodologies. Journalism Studies 13(5-6): 801–814. DOI: 10.1080/1461670X.2012.664428
Casero-Ripollés A, Feenstra RA and 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. DOI: 10.1177/1940161216645340
Caton S, Hall M and Weinhardt C (2015) How do politicians use Facebook? An applied Social Observatory. Big Data & Society 2(2). DOI: 10.1177/2053951715612822
Conway BA, Kenski K and Wang D (2015) The rise of Twitter in the political campaign: Searching for intermedia agenda‐setting effects in the presidential primary. Journal of Computer‐Mediated Communication 20(4): 363–380. DOI: 10.1111/jcc4.12124
Dader, J. L. (2017). Campañas políticas 'online': La realidad española frente al horizonte internacional del 'tecnocabildeo'. In: J. L. Dader & E. Campos (coords.), La búsqueda digital del voto. Cibercampañas Electorales en España 2015-16 (pp. 75-140). Valencia: Tirant lo Blanch.
Davalos S, Merchant A, Rose GM, Lessley BJ and Teredesai AM (2015) 'The good old days': An examination of nostalgia in Facebook posts. International Journal of Human-Computer Studies 83, 83–93. DOI: 10.1016/j.ijhcs.2015.05.009
Fenoll V, García-Ull FJ and Rodríguez-Ballesteros P (2016) Valoración de candidatos en Twitter durante procesos electorales. El caso de las elecciones autonómicas valencianas de 2015. In: Proceedings of the V Congreso Iberoamericano de Comunicación "Comunicación, Cultura and Cooperación", Madrid, July 2016. Madrid: AE-IC
Fernández-Cabana M, Rúas-Araújo J and Alves-Pérez MT (2014) Psychology, language and communication: Analysis with the tool LIWC of the speeches and tweets from the candidates to 2012 Galician elections. The UB Journal of psychology 44(2): 169–184.
Gamir J (2016) Blogs, Facebook and Twitter en las elecciones generales de 2011. Estudio cuantitativo del uso de la web 2.0 por parte de los cabezas de lista del PP and del PSOE. Dígitos. Revista de comunicación digital 2: 101–120. http://revistadigitos.com/index.php/digitos/article/download/53/23
Gamir J, Cano-Orón L and Calvo D (2017) La campaña electoral de 2015 en cifras. La presencia en la blogosfera, Facebook and Twitter de los cabezas de lista provinciales de PP, PSOE, Podemos and Ciudadanos. In: López G and Valera L (eds.) Pantallas electorales. El discurso de partidos, medios y ciudadanos en la campaña de 2015. Valencia: Editorial UOC, pp. 41–58.
Groshek J and Al-Rawi A (2013) Public sentiment and critical framing in social media content during the 2012 US presidential campaign. Social Science Computer Review 31(5): 563–576. DOI: 10.1177/0894439313490401
Haro-de-Rosario A, Sáez-Martín A and del Carmen Caba-Pérez M (2016) Using social media to enhance citizen engagement with local government: Twitter or Facebook?. New Media & Society. DOI: 10.1177/1461444816645652
Huddleston R and Pullum GK (2002) The Cambridge Grammar of the English Language. Cambridge, England: Cambridge University Press.
Kalsnes, B. (2016). The social media paradox explained: comparing political parties' Facebook strategy versus practice. Social Media + Society, 2(2). DOI: 10.1177/2056305116644616
Karlsen R (2015) Followers are opinion leaders: The role of people in the flow of political communication on and beyond social networking sites. European Journal of Communication 30(3): 301–318. DOI: 10.1177/0267323115577305
Keyling T and Jünger J (2013) Facepager (Version, f.e. 3.3). An application for generic data retrieval through APIs. Source code available from https://goo.gl/CCKaZY
Koc-Michalska K, Lilleker DG, Smith A and Weissmann D (2016) The normalization of online campaigning in the web. 2.0 era. European Journal of Communication 31(3): 331–350. DOI: 10.1177/0267323116647236
Larsson AO (2016) Online, all the time? A quantitative assessment of the permanent campaign on Facebook. New Media & Society 18(2): 274–292. DOI: 10.1177/1461444814538798
Larsson AO and Kalsnes B (2014) 'Of course we are on Facebook': Use and non-use of social media among Swedish and Norwegian politicians. European Journal of Communication 29(6): 653–667. DOI: 10.1177/0267323114531383
Levonian RM (2016) Personal and Group Identity in Facebook Political Posts. Philologica Jassyensia 1(23): 223–231 (https://goo.gl/wzxCN3)
Lilleker, D. G., & Jackson, N. A. (2010). Towards a more participatory style of election campaigning: The impact of Web 2.0 on the UK 2010 general election. Policy & Internet, 2(3), 69-98.
Lin H and Qiu L (2013) Two sites, two voices: Linguistic differences between facebook status updates and tweets. In: International Conference on Cross-Cultural Design, Las Vegas, USA, 21–26 July 2013, pp. 432–440. Heidelberg: Springer. DOI: 10.1007/978-3-642-39137-8_48
López-García G (2016) 'New' vs 'old' leaderships: the campaign of Spanish general elections 2015 on Twitter. Communication & Society 29(3): 149–168. DOI: 10.15581/003.29.3.149-168
Nitschke P, Donges P and Schade H (2016) Political organizations' use of websites and Facebook. New Media & Society 18(5): 744–764. DOI: 10.1177/1461444814546451
Pennebaker JW, Booth RJ, Boyd RL and Francis ME (2015) Linguistic Inquiry and Word Count: LIWC 2015. Austin, USA: Pennebaker Conglomerates. (https://goo.gl/gn3XPW)
Provalis Research (2017) WordStat, Versión 7 (https://goo.gl/MABDG0)
Puentes-Rivera I, Rúas-Araújo J and Dapena-González B (2017) Candidatos en Facebook: del texto a la imagen. Análisis de actividad and atención visual. Dígitos. Revista de Comunicación Digital 3(1): 51–94.
Rúas-Araújo J, Puentes-Rivera I and Míguez-González MI (2016) Capacidad predictiva de Twitter, impacto electoral and actividad en las elecciones al Parlamento de Galicia: un análisis con la herramienta LIWC. Observatorio (OBS*) Journal 10(2): 55–87. DOI: 10.15847/obsOBS1022016893
Sampietro A and Valera L (2015) Emotional Politics on Facebook. An Exploratory Study of Podemos' Discourse during the European Election Campaign 2014. Recerca, Revista de pensament i anàlisi 17, 61–83. DOI: 10.6035/recerca.2015.17.4
Stieglitz S and Dang-Xuan L (2012) Political communication and influence through microbloggi.ng. An empirical analysis of sentiment in Twitter messages and retweet behavior. In System Science (HICSS), 2012 45th Hawaii International Conference on, Maui, USA, 4–7 January 2012, pp. 3500–3509. IEEE. DOI: 10.1109/hicss.2012.476
Tan P, Steinbach M. and Kumar V (2006) Introduction to data mining. Boston, USA: Addison-Wesley.
Tumasjan A, Sprenger TO, Sandner PG and Welpe IM (2010) Predicting elections with twitter: What 140 characters reveal about political sentiment. ICWSM 10(1): 178–185.
Vaccari C and Valeriani A (2016) Party campaigners or citizen campaigners? How social media deepen and broaden party-related engagement. The International Journal of Press/Politics 21(3): 294–312. DOI: 10.1177/1940161216642152
Valeriani A and Vaccari C (2016) Accidental exposure to politics on social media as online participation equalizer in Germany, Italy, and the United Kingdom. New Media & Society 18(9): 1857–1874.
Williams CB and Gulati GJ (2009) Facebook grows up: An empirical assessment of its role in the 2008 congressional elections. In: Proceedings from Midwest Political Science Association, Chicago, 2–5April 2009. Midwest Political Science Association.
Zamora R and Zurutuza C (2014) Campaigning on Twitter: Towards the 'Personal Style' Campaign to Activate the Political Engagement During the 2011 Spanish General Elections. Communication & Society 27(1): 83–106.
Alashri S, Kandala SS, Bajaj V, Ravi R, Smith KL and Desouza KC (2016) An analysis of sentiments on facebook during the 2016 US presidential election. In: 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM), San Francisco, USA, August 2016, pp. 795–802. San Francisco: IEEE.
Aldrich JH, Gibson, RK, Cantijoch, M and Konitzer, T (2016) Getting out the vote in the social media era: Are digital tools changing the extent, nature and impact of party contacting in elections?. Party Politics 22(2): 165–178. DOI: 10.1177/1354068815605304
Al-Rawi A (2017) News values on social media: News organizations' Facebook use. Journalism 18(7): 871–889. DOI: 10.1177/1464884916636142
Bae Y and Lee H (2012) Sentiment analysis of Twitter audiences: Measuring the positive or negative influence of popular twitterers. Journal of the American Society for Information Science and Technology 63(12): 2521–2535. DOI: 10.1002/asi.22768
Ballesteros, C. A., Zamora, R., Goulart, M., Sánchez, P., Gil, A., Díez, M., & Muñiz, C. (2017). La interacción entre candidatos, partidos y ciudadanos en Facebook durante la campaña de las elecciones generales de 2015. Un análisis cuantitativo. In: La búsqueda digital del voto: cibercampañas electorales en España 2015-2016 (pp. 141-194). Tirant lo Blanch.
Bode L (2017) Closing the gap: gender parity in political engagement on social media. Information, Communication & Society 20(4): 587–603. DOI: 10.1080/1369118x.2016.1202302
Bruns A and Burgess J (2012) Researching news discussion on Twitter: New methodologies. Journalism Studies 13(5-6): 801–814. DOI: 10.1080/1461670X.2012.664428
Casero-Ripollés A, Feenstra RA and 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. DOI: 10.1177/1940161216645340
Caton S, Hall M and Weinhardt C (2015) How do politicians use Facebook? An applied Social Observatory. Big Data & Society 2(2). DOI: 10.1177/2053951715612822
Conway BA, Kenski K and Wang D (2015) The rise of Twitter in the political campaign: Searching for intermedia agenda‐setting effects in the presidential primary. Journal of Computer‐Mediated Communication 20(4): 363–380. DOI: 10.1111/jcc4.12124
Dader, J. L. (2017). Campañas políticas 'online': La realidad española frente al horizonte internacional del 'tecnocabildeo'. In: J. L. Dader & E. Campos (coords.), La búsqueda digital del voto. Cibercampañas Electorales en España 2015-16 (pp. 75-140). Valencia: Tirant lo Blanch.
Davalos S, Merchant A, Rose GM, Lessley BJ and Teredesai AM (2015) 'The good old days': An examination of nostalgia in Facebook posts. International Journal of Human-Computer Studies 83, 83–93. DOI: 10.1016/j.ijhcs.2015.05.009
Fenoll V, García-Ull FJ and Rodríguez-Ballesteros P (2016) Valoración de candidatos en Twitter durante procesos electorales. El caso de las elecciones autonómicas valencianas de 2015. In: Proceedings of the V Congreso Iberoamericano de Comunicación "Comunicación, Cultura and Cooperación", Madrid, July 2016. Madrid: AE-IC
Fernández-Cabana M, Rúas-Araújo J and Alves-Pérez MT (2014) Psychology, language and communication: Analysis with the tool LIWC of the speeches and tweets from the candidates to 2012 Galician elections. The UB Journal of psychology 44(2): 169–184.
Gamir J (2016) Blogs, Facebook and Twitter en las elecciones generales de 2011. Estudio cuantitativo del uso de la web 2.0 por parte de los cabezas de lista del PP and del PSOE. Dígitos. Revista de comunicación digital 2: 101–120. http://revistadigitos.com/index.php/digitos/article/download/53/23
Gamir J, Cano-Orón L and Calvo D (2017) La campaña electoral de 2015 en cifras. La presencia en la blogosfera, Facebook and Twitter de los cabezas de lista provinciales de PP, PSOE, Podemos and Ciudadanos. In: López G and Valera L (eds.) Pantallas electorales. El discurso de partidos, medios y ciudadanos en la campaña de 2015. Valencia: Editorial UOC, pp. 41–58.
Groshek J and Al-Rawi A (2013) Public sentiment and critical framing in social media content during the 2012 US presidential campaign. Social Science Computer Review 31(5): 563–576. DOI: 10.1177/0894439313490401
Haro-de-Rosario A, Sáez-Martín A and del Carmen Caba-Pérez M (2016) Using social media to enhance citizen engagement with local government: Twitter or Facebook?. New Media & Society. DOI: 10.1177/1461444816645652
Huddleston R and Pullum GK (2002) The Cambridge Grammar of the English Language. Cambridge, England: Cambridge University Press.
Kalsnes, B. (2016). The social media paradox explained: comparing political parties' Facebook strategy versus practice. Social Media + Society, 2(2). DOI: 10.1177/2056305116644616
Karlsen R (2015) Followers are opinion leaders: The role of people in the flow of political communication on and beyond social networking sites. European Journal of Communication 30(3): 301–318. DOI: 10.1177/0267323115577305
Keyling T and Jünger J (2013) Facepager (Version, f.e. 3.3). An application for generic data retrieval through APIs. Source code available from https://goo.gl/CCKaZY
Koc-Michalska K, Lilleker DG, Smith A and Weissmann D (2016) The normalization of online campaigning in the web. 2.0 era. European Journal of Communication 31(3): 331–350. DOI: 10.1177/0267323116647236
Larsson AO (2016) Online, all the time? A quantitative assessment of the permanent campaign on Facebook. New Media & Society 18(2): 274–292. DOI: 10.1177/1461444814538798
Larsson AO and Kalsnes B (2014) 'Of course we are on Facebook': Use and non-use of social media among Swedish and Norwegian politicians. European Journal of Communication 29(6): 653–667. DOI: 10.1177/0267323114531383
Levonian RM (2016) Personal and Group Identity in Facebook Political Posts. Philologica Jassyensia 1(23): 223–231 (https://goo.gl/wzxCN3)
Lilleker, D. G., & Jackson, N. A. (2010). Towards a more participatory style of election campaigning: The impact of Web 2.0 on the UK 2010 general election. Policy & Internet, 2(3), 69-98.
Lin H and Qiu L (2013) Two sites, two voices: Linguistic differences between facebook status updates and tweets. In: International Conference on Cross-Cultural Design, Las Vegas, USA, 21–26 July 2013, pp. 432–440. Heidelberg: Springer. DOI: 10.1007/978-3-642-39137-8_48
López-García G (2016) 'New' vs 'old' leaderships: the campaign of Spanish general elections 2015 on Twitter. Communication & Society 29(3): 149–168. DOI: 10.15581/003.29.3.149-168
Nitschke P, Donges P and Schade H (2016) Political organizations' use of websites and Facebook. New Media & Society 18(5): 744–764. DOI: 10.1177/1461444814546451
Pennebaker JW, Booth RJ, Boyd RL and Francis ME (2015) Linguistic Inquiry and Word Count: LIWC 2015. Austin, USA: Pennebaker Conglomerates. (https://goo.gl/gn3XPW)
Provalis Research (2017) WordStat, Versión 7 (https://goo.gl/MABDG0)
Puentes-Rivera I, Rúas-Araújo J and Dapena-González B (2017) Candidatos en Facebook: del texto a la imagen. Análisis de actividad and atención visual. Dígitos. Revista de Comunicación Digital 3(1): 51–94.
Rúas-Araújo J, Puentes-Rivera I and Míguez-González MI (2016) Capacidad predictiva de Twitter, impacto electoral and actividad en las elecciones al Parlamento de Galicia: un análisis con la herramienta LIWC. Observatorio (OBS*) Journal 10(2): 55–87. DOI: 10.15847/obsOBS1022016893
Sampietro A and Valera L (2015) Emotional Politics on Facebook. An Exploratory Study of Podemos' Discourse during the European Election Campaign 2014. Recerca, Revista de pensament i anàlisi 17, 61–83. DOI: 10.6035/recerca.2015.17.4
Stieglitz S and Dang-Xuan L (2012) Political communication and influence through microbloggi.ng. An empirical analysis of sentiment in Twitter messages and retweet behavior. In System Science (HICSS), 2012 45th Hawaii International Conference on, Maui, USA, 4–7 January 2012, pp. 3500–3509. IEEE. DOI: 10.1109/hicss.2012.476
Tan P, Steinbach M. and Kumar V (2006) Introduction to data mining. Boston, USA: Addison-Wesley.
Tumasjan A, Sprenger TO, Sandner PG and Welpe IM (2010) Predicting elections with twitter: What 140 characters reveal about political sentiment. ICWSM 10(1): 178–185.
Vaccari C and Valeriani A (2016) Party campaigners or citizen campaigners? How social media deepen and broaden party-related engagement. The International Journal of Press/Politics 21(3): 294–312. DOI: 10.1177/1940161216642152
Valeriani A and Vaccari C (2016) Accidental exposure to politics on social media as online participation equalizer in Germany, Italy, and the United Kingdom. New Media & Society 18(9): 1857–1874.
Williams CB and Gulati GJ (2009) Facebook grows up: An empirical assessment of its role in the 2008 congressional elections. In: Proceedings from Midwest Political Science Association, Chicago, 2–5April 2009. Midwest Political Science Association.
Zamora R and Zurutuza C (2014) Campaigning on Twitter: Towards the 'Personal Style' Campaign to Activate the Political Engagement During the 2011 Spanish General Elections. Communication & Society 27(1): 83–106.
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