Nivel de interacción de la comunicación de los partidos políticos españoles en redes sociales

Abstract

Social networks play an important role in the dissemination of messages, not only during electoral periods, but also in any political communication strategy. The objective of this work is to analyze the communication of the main Spanish political parties in social networks from the point of view of reception studies. For this, the audience's response to the messages launched by political parties during a month, in the four main social networks (Twitter, Facebook, YouTube and Instagram) is analyzed. To this end, two analysis metrics are used: interaction and percentage of engagement (understanding the level of involvement, commitment, or loyalty of the audience) that achieve the messages disseminated in the social networks analyzed.
The conclusions of the study suggest that the Vox political brand is the one that achieves greater visibility and impact on social networks in Spain. With respect to the use of social networks, in the field of political communication, Instagram is consolidated as the one with the highest growth and the one that achieves the highest virality in the messages analyzed. However, it is not yet preferred by the more traditional parties, as shown by the low activity profile they maintain in this network.