RT info:eu-repo/semantics/article
T1 Podemos in the Regional Elections 2015: Online Campaign Strategies in Castile and León
A1 Calvo Miguel, Dafne
A1 Renedo Farpón, Cristina
A1 Díez Garrido, María
K1 cybercampaign
K1 social networks
K1 Podemos
K1 Electoral campaign
K1 Political communication
AB Internet has revolutionized many aspects in the way that political parties communicate. The Network has induced a complete transformation of the political strategies used during election campaigns to spread their message to the electorate. Politicians use social networks and digital platforms to promote their messages and to communicate with citizens during these periods of time. Facebook has proven to be one of the most effective networks in this regard. The party Podemos was born in 2014 in Spain, surrounded by a deep economic, institutional and political crisis. This political party promises to be a real hope to the negative situation of the country. In the recent years, Podemos has aroused the interest of social scientists because of the innovative way they use social networks. This paper explores the cybercampaign strategies that Podemos used during the 2015 Castile and León regional elections, a region where the population is very different from the party’s average voter. To this end, a quantitative analysis of their activity on Facebook and their website was made during the regional election campaign. The results of this study allow us to observe an ordinary use of the digital tools by Podemos that highlights the engagement achieved with users in Facebook.
SN 1577-239X
YR 2017
FD 2017
LK https://uvadoc.uva.es/handle/10324/65579
UL https://uvadoc.uva.es/handle/10324/65579
LA spa
NO RIPS: Revista de investigaciones políticas y sociológicas. Vol. 16, Nº. 2, 2017, pages 143-160
DS UVaDOC
RD 23-nov-2024