Twitter como solución a la comunicación europea. Análisis comparado en Alemania, Reino Unido y España

EU Member States’ Institutional Twitter Campaigns on COVID-19 Vaccination: Analyses of Germany, Spain, France and Italy

“…Germany, Spain and France make use of images and video (38.8%, 55.1% and 44%, respectively), while Italy uses links to expand information (41.2%). The latter is in line with previous research, which has shown that multimedia content and links are the main discursive resources used on Twitter [ 19 ].…”

“…Indeed, they give it the same function as the traditional media, ignoring its peculiarities. Thus, there is a lack of interest in maintaining an active dialogue with users (as, at a European institutional level, Papagianneas [ 73 ] or Tuñón and Carral [ 19 ] have already demonstrated), who find it impossible to debate with them and, therefore, do not feel listened to. This leads us to believe that there is still a lack of knowledge/interest in the conversational potential of social media to engage with the citizenry.…”

“…In this context, although Facebook continues to be the online network with the largest community of registered users on a global scale, Twitter is the preponderant social network by its very nature both for the debate and implementation of communication strategies of political organizations and for scientific studies in the area of Social Sciences in this specific field [ 18 , 19 , 20 ]. Having made the above explicit, this does not imply that we are advocating that one network is better for information dissemination, but rather that we should delve deeper into the fact that each of them is oriented to a different audience and/or demographic group.…”