Consumo televisivo y nivel de interacción y participación social en redes sociales: Análisis de las audiencias millennials en la campaña electoral de España

Abstract

In a context in which the audience is considered to be addicted to their mobile and multi-screen devices, the combination between instant messaging, television, and social networks is very interesting regarding the interaction and social participation with content. This effect is also driven by television itself, which has begun to strategically introduce participation within the content itself to give prominence to the audience. Television is enjoying a moment of splendor that is full of opportunities for new businesses. It is of great interest to analyze and study the level of interaction and participation of millennial audiences with past political elections, through the study of not only social networks but also other screens, especially television. In this research, the behavior of young Spanish university students regarding television and digital political content is analyzed to determine their preferences and the effectiveness of the content regarding their vote. The main aim is to determine the level of social participation and interaction of these audiences with political messages on networks and television, and whether such behavior affects their voting decisions. To this end, a survey was carried out in various Spanish autonomous communities to confirm whether differences were present. Resumen En un contexto en el que el espectador es considerado adicto a sus dispositivos móviles y multipantallas, la combinación entre mensajería instantánea, televisión y redes sociales resulta interesante para analizar la interacción y la compartición de contenidos. Ese panorama también viene impulsado por la propia televisión, que ha empezado a introducir de manera estratégica la participación dentro de los propios contenidos con el fin de dar protagonismo al espectador. La televisión vive un momento de esplendor y lleno de oportunidades con nuevos negocios. Bajo esta premisa, resulta de gran interés analizar y estudiar el nivel de interacción y de participación que han tenido las audiencias millennials en las pasadas elecciones políticas, no sólo en redes sociales, sino también por medio de otras pantallas, especialmente la televisiva. Se analiza el comportamiento de jóvenes universitarios españoles respecto a los contenidos políticos televisivos y digitales para conocer sus preferencias y la efectividad de los mismos en relación al voto. La idea principal es conocer cómo ha sido el nivel de participación e interacción que han tenido respecto a los mensajes políticos en redes y en televisión, y si su comportamiento ha tenido o no un efecto en sus decisiones dentro de las urnas. Para ello se ha utilizado la encuesta como herramienta principal en varias comunidades autónomas con el objetivo de comprobar si hay diferencias entre ellas para el objeto de estudio.

Communication, Social Networks and Sustainable Development Goals: A Reflection From the Perspective of Social Marketing and Happiness Management in the General Elections in Spain

“…To this, we must add that, in the last decade, social networks have been gaining importance as a communication tool used by companies (Marín Dueñas and Simancas, 2019) or by political parties (Pérez-Curiel et al, 2021). All this establishes a base where citizens can interact (Cabezuelo and Martínez, 2010), not only among themselves, but also through other media (González-Oñate et al, 2020) and where citizens and voters can be persuaded through political campaigns with propagandistic overtones (Gunn and Skogerbø, 2013;Bellido-Pérez and Donstrup, 2020).…”

Corrupción política, liderazgo e influencia en Twitter. Un análisis sobre la transparencia pública en el marco de las elecciones del 28 de abril en España

“…(1,036,192). We also detected a high rate of user comments, with Pedro Sánchez reaching the maximum number (46,689), followed by Pablo Casado (29,058) and Albert Rivera (28,425). The number of comments received by the Vox leader (28,008) is striking, above those obtained by Pablo Iglesias (18,189).…”

YouTube videos for young children: an exploratory study

“…In this context, a key aspect is not only the production of multimedia materials, but also the role of prosumers, who produce and consume this content (González-Oñate et al, 2020). Without a doubt, the consumption of digital content by young children is socially worrisome (Tur-Viñes et al, 2018), a concern produced in the digital ethosphere, as a cultural environment of digital interactions (Olaizola, 2018;Renés-Arellano, et al, 2021), in which children and youth are the protagonists and feel the need to interact with others and become leaders, that is, subjects who are able to influence others, especially those who are the same age (Aznar et al, 2019).…”