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- Title
LA UTILIZACIÓN DE TWITTER Y FACEBOOK COMO HERRAMIENTAS DE COMUNICACIÓN POLÍTICA EN EL PARTIDO POPULAR Y POR ÁVILA. UN CASO DE ESTUDIO: LAS ELECCIONES MUNICIPALES DE 2019.
- Authors
Luque Ortiz, Sergio
- Abstract
Political parties face a new complex communication scenario in which new technologies play a major role. Through social networks, the different political formations promote adherence with the voter. In this regard, the research shows how political communication has changed with the use of social networks, becoming tools used in electoral campaigns. The use of Facebook and Twitter by the Popular Party and Por Ávila political formations, a newly minted party, has been analyzed in the 2019 municipal elections to the Ávila City Council. At a methodological level, a quantitative analysis has been carried out on the use of social networks by the formations under study. The results announce that digital communication is a pending issue, not so much for a formation such as Por Ávila, but for the Popular Party, giving itself multiple areas for improvement.
- Subjects
POLITICAL parties; COMMUNICATION; SOCIAL networks; POLITICAL communication; POLITICAL campaigns; DIGITAL communications; PARTIDO Popular (Spain)
- Publication
MARCO (Márketing y Comunicación Política), 2021, Vol 7, p1
- ISSN
2444-6459
- Publication type
Article
- DOI
10.15304/marco.id7579