Twitter en campaña: las elecciones municipales españolas de 2011

Abstract

This study seeks to contribute to clarify the new role displayed by Twitter within the 2011 Spanish municipal elections. With this aim, this work analyzes the extent and nature of the utilization of Twitter as a new channel for electoral political communication. By this means the present study offers the following findings: 1) Twitter’s high degree of popularity among local Spanish political leaders; 2) the heterogeneous pattern of use they gave to Twitter; and 3) the effect of different factors over both their predisposition to use this tool of communication and their ability to manage it in an efficient or inefficient way