Comparación de las estrategias de campaña online para albergar la Agencia Europea de Medicamentos

Abstract

Entre los diversos efectos secundarios del Brexit, la Comisión Europea reubicó la Agencia Europea de Medicamentos en Amsterdam. Las ciudades candidatas diseñaron diferentes campañas de comunicación política/institucional para convencer a los países miembros a su favor. Esta investigación compara estas campañas políticas/organizacionales online y destaca las temáticas y variables en cuestión durante el proceso de selección. A través de un análisis combinado de contenido preferentemente cuantitativo, el estudio pretende validar la medida en que las teorías resource push o resource pull aplicadas a las compañas organizacionales, tuvieron correlación con la decisión final de reubicar la agencia en Amsterdam.

EU digital communication strategy during the COVID-19 vaccination campaign: Framing, contents and attributed roles at stake

“…Once the sample of publications had been delimited, the different categories of analysis were defined in the relevant coding protocol, which incorporates qualitative indicators corresponding to the different theoretical expectations and hypotheses to be evaluated. This has been drawn from the available material provided by previous studies in the field of organizational and/or political communication (in particular, Pfetsch et al, 2010;Congosto, 2015;Calvo et al, 2017;Tuñón & Catalán, 2020). Specifically, the protocol defined for the predominant thematic areas (Table 1) is defined by previous research that has defined similar categories to address the digital organizational communication of European institutions and political parties (Pfetsch et al, 2010;López Meri et al, 2017;.…”

Has COVID-19 promoted or discouraged a European Public Sphere? Comparative analysis of the Twitter interactions of German, French, Italian and Spanish MEPSs during the pandemic

“…However, not all research has been able to prove sufficiently the contribution of Twitter to effective interaction between political actors and citizens (Alonso-Muñoz et al, 2016;Tuñón & Catalán, 2020). Some researchers even maintain that interaction is more addressed to journalists than to citizens (Graham et al, 2014;or Jivkova-Semova et al, 2017).…”

“…Thus, on the other hand, the omnipresence of Twitter on the daily agenda has risen the political organizations and representatives need to be present and update, so that their digital behaviors already affect their ordinary lives actions and dialectical guidelines (Elías, 2015). Furthermore, these actors' own communication strategies adaptation to this medium indicates its relevance, especially during planning and campaign periods (Maarek, 2011;Bruns & Burgess, 2011, Vergeer & Hermans, 2013Jungherr et al, 2015;Tuñón & Catalán, 2020).…”