Variaciones estratégicas en los spots electorales de televisión y de Internet en campaña electoral

Abstract

The electoral campaign before the elections of March 9, 2008 was the first one in which the political parties decided to use Internet as media of his electoral spots. In this article are exposed the results of a research centred in determining how this fact affected in the persuasive strategies that used the three principal political forces of Spanish area (PSOE, PP and IU) in his electoral videos. The principal results of the work point that Internet has multiplied the persuasive strategies at the time that it has allowed to adapt the speeches to the context of campaign.