Emociones, liderazgo y redes sociales. Propuesta para su medición en materiales de campaña electoral

Pérez-Castaños, Sergio; Antón-Merino, Javier; García-Santamaría, Sandra

doi:10.5477/cis/reis.184.125

REIS

2023

DOI: 10.5477/cis/reis.184.125

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Emociones, liderazgo y redes sociales. Propuesta para su medición en materiales de campaña electoral

Sergio Pérez-Castaños,

Javier Antón-Merino,

Sandra García-Santamaría

Abstract: El uso de emociones en la campaña electoral, el papel de los liderazgos en la misma y la presencia de contenido electoral en redes sociales son elementos que van adquiriendo un mayor peso en la ciencia política. Esta nota realiza una propuesta de medición de estos elementos en los materiales de campaña electoral. Así, se presentarán indicadores que cubren todos los planos destacados, tomando como prueba de medición las elecciones autonómicas de Castilla y León celebradas en febrero de 2022. Con ello, se establ… Show more

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2024

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Cited by 2 publications

References 28 publications

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Tipos de polarización en las elecciones presidenciales de Colombia de 2022

Barreto-Galeano,

Rico Revelo,

Garzón-Velandia

et al. 2024

Anal. político

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Las elecciones presidenciales de Colombia de 2022 ocurrieron en varias etapas (elecciones internas de coaliciones, primera vuelta y segunda vuelta). Para este estudio se analizó la interacción, durante estas tres etapas, entre polarización ideológica, polarización temática y polarización afectiva con la ayuda de un diseño cuantitativo que incorpora el análisis del lenguaje utilizado en las cuentas de X (antes Twitter) de los candidatos. Los resultados muestran la presencia diferenciada de los tipos de polarización en los momentos analizados: mientras que en las consultas de coaliciones y en la segunda vuelta predomina la polarización afectiva, en la primera vuelta predomina la polarización temática. Sobresale la interacción de la polarización ideológica y afectiva en momentos electorales decisivos como la segunda vuelta, con saliencia de emociones positivas endogrupales, en comparación con otras dimensiones tradicionalmente exploradas, como la animadversión hacia el contrincante.

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Tipos de polarización en las elecciones presidenciales de Colombia de 2022

Barreto-Galeano,

Rico Revelo,

Garzón-Velandia

et al. 2024

Anal. político

View full text Add to dashboard Cite

show abstract

Could you teach new tricks to old dogs? An analysis of online communication of political leaders in Spanish regional elections

Pérez-Castaños,

Antón-Merino,

García-Hípola

2024

Front. Polit. Sci.

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Two regional elections were held in 2022, marking the start of a new electoral phase in Spain. The first election was held in February in Castilla y León, where the right-wing VOX party formed a coalition government with the right-wing Partido Popular for the first time. At the same time, the far-left party Podemos saw its parliamentary representation significantly reduced. Subsequently, in June, Andalusia held its elections, in which VOX increased its representation by two seats, marking the beginning of its rise at the national electoral level. Conversely, the extreme left, split between two parties, saw its representation decline, losing 10 seats. This study attempts to juxtapose the electoral strategies employed by the leaders of the different political parties, with a particular focus on the communication strategies of leaders and parties on X (formerly Twitter) throughout the campaign period. It is expected that discrepancies will emerge not only between political entities, but also between regions. To investigate this hypothesis, we conducted a content analysis of X accounts, selecting those associated with regional presidential candidates within each region. We distinguish between those considered ‘traditional’ political parties and those considered ‘new’, including in these two categories the main contending political parties in each region. Thanks to the analysis, the proposed objective is achieved, demonstrating the existing differences between the two types of political parties and how their leaders use the social platform X. The results show that all the elements considered in the study are present, although not uniformly across both regions analyzed. This suggests a progressive alignment between new and traditional parties, reflecting a convergence in their strategies for conducting electoral campaigns.

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Emociones, liderazgo y redes sociales. Propuesta para su medición en materiales de campaña electoral

Cited by 2 publications

References 28 publications

Tipos de polarización en las elecciones presidenciales de Colombia de 2022

Tipos de polarización en las elecciones presidenciales de Colombia de 2022

Could you teach new tricks to old dogs? An analysis of online communication of political leaders in Spanish regional elections

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