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- Title
From Twitter to Instagram: evolution in the use of social networks in political communication. The case of the elections of the autonomous community of Madrid 2021.
- Authors
Bustos Díaz, Javier; Martínez-Sánchez, María Eugenia; Martin-Vicario, Lara; Nicolas-Sans, Ruben
- Abstract
Political communication in social media is a vital element in any modern electoral campaign. In the early days, the use of any social network or even a website was the norm, however, nowadays, all candidates participating in an election must be present in Facebook, Instagram, and Twitter. For this reason, the aim of this research is to analyze the impact of the main political leaders that ran for the presidency of the regional government of Madrid in these three major social media. To do so, a quantitative methodology, based in massive data collection is used, allowing for a precise approach to the impact of every candidate account in the studied social media platforms. As an initial conclusion, it can be highlighted that, even if Twitter is the preferred social media platform by politicians, Instagram is the one favorite by users.
- Subjects
MADRID (Spain); POLITICAL communication; SOCIAL media; TELECOMMUNICATION systems; X Corp.; ONLINE social networks; COMMUNITIES; SOCIAL evolution; SOCIAL networks
- Publication
Observatorio (OBS*), 2023, Vol 17, Issue 1, p38
- ISSN
1646-5954
- Publication type
Article
- DOI
10.15847/obsobs17120232247