The far-right’s influence on Twitter during the 2018 Andalusian electionsan approach through political leaders

  1. Rubén Rivas-de-Roca 1
  2. Mar García-Gordillo 1
  3. Ofa Bezunartea-Valencia 2
  1. 1 Universidad de Sevilla
    info

    Universidad de Sevilla

    Sevilla, España

    ROR https://ror.org/03yxnpp24

  2. 2 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

Zeitschrift:
Comunicación y sociedad = Communication & Society

ISSN: 2386-7876

Datum der Publikation: 2020

Ausgabe: 33

Nummer: 2

Seiten: 227-242

Art: Artikel

DOI: 10.15581/003.33.2.227-242 DIALNET GOOGLE SCHOLAR lock_openOpen Access editor

Andere Publikationen in: Comunicación y sociedad = Communication & Society

Ziele für nachhaltige Entwicklung

Zusammenfassung

New technologies allow politicians to spread their messages omitting the role of mediators. In this context, the Internet has also promoted the emergence of a new actor, digital opinion leaders, who go beyond traditional politics and seek to set the public agenda. One of the main questions nowadays is whether social media, and in particular Twitter as a consolidated tool for political communication, is only used as a sounding board for their political statements, spurring the messages of populist forces. With this in mind, the main objective of this research is to explore the influence of the far-right in the public debate of political leaders on Twitter, analyzing the specific case of the Andalusian regional elections held in December 2018. These elections can be considered a political turning point, with an extreme right party winning seats in a Spanish regional election for the first time in 35 years. In this paper we analyze if Vox used a differentiated strategy via this social network compared to the candidates of the traditional parties: PSOE, PP, Ciudadanos, and Adelante Andalucía. Using content analysis on Twitter as a method, this research determines how Vox candidates worked as influencers of the digital political debate, despite being extra-parliamentary. Vox marked the agenda for the rest of the leaders, while generating great expectation among the audience.

Bibliographische Referenzen

  • Aalberg, T., Strömbäck, J. & de Vreese, Claes H. (2011). The framing of politics as strategy and game: A review of concepts, operationalizations and key findings. Journalism, 13(2), 162-178. https://www.doi.org/10.1177/1464884911427799
  • Aharony, N. (2012). Twitter use by three political leaders: an exploratory analysis. Online Information Review, 36(4), 587-603. https://www.doi.org/10.1108/14684521211254086
  • Adi, A., Erickson, K. & Lilleker, D. G. (2013). Elite tweets: Analyzing the Twitter communication patterns of Labour party peers in the House of Lords. Policy and Internet, 6, 1-27. https://www.doi.org/10.1002/1944-2866.POI350
  • Alonso-Muñoz, L. & Casero-Ripollés, A. (2018). Political agenda on Twitter during the 2016 Spanish elections: issues, strategies, and users’ responses. Communication & Society, 31(3), 7-23. https://www.doi.org/10.15581/003.31.3.7-23
  • Barber, B. R. (2004). Which Technology and Which Democracy? In H. Jenkins & D. Thorburn (Eds.), Democracy and New (pp. 33-48). Cambridge (MA): The M.I.T Press.
  • Bezunartea, O. (1998). Uso y abuso de declaraciones: el vicio de la prensa. ZER. Revista de Estudios de Comunicación, 5, 225-254. Retrieved from https://www.ehu.eus/ojs/index.php/Zer/article/view/17371/0
  • Boerman, S. C. & Kruikemeier, S. (2016). Consumer responses to promoted tweets sent by brands and political parties. Computers in Human Behavior, 65, 285-294. https://www.doi.org/10.1016/j.chb.2016.08.033
  • Brants, K., de Vreese, C., Möller, J. & van Praag, P. (2009). The Real Spiral of Cynicism? Symbiosis and Mistrust between Politicians and Journalists. The International Journal of Press/Politics, 15(1), 25-40. https://www.doi.org/10.1177/1940161209351005
  • Broersma, M. & Graham, T. (2013). Twitter as a news source: How Dutch and British newspapers used tweets in their news coverage, 2007-2011. Journalism Practice, 7(4), 446-464. https://www.doi.org/10.1080/17512786.2013.802481
  • Campos-Domínguez, E. (2017). Twitter y la comunicación política. El profesional de la información, 26(5), 785-793. https://www.doi.org/10.3145/epi.2017.sep.01
  • Campus, D. (2012). Political discussion, opinion leadership and trust. European Journal of Communication, 27(1), 46-55. https://www.doi.org/10.1177/0267323111434580
  • Casero-Ripollés, A., Sintes-Olivella, M. & Franch, P. (2017). https://www.doi.org/10.1177/0002764217707624
  • Casero-Ripollés, A. (2018). Research on political information and social media: Key points and challenges for the future. El profesional de la información, 27(5), 964-974. https://www.doi.org/10.3145/epi.2018.sep.01
  • Chadwick, A. (2017). The hybrid media system. Politics and power. New York: Oxford University Press.
  • Colleoni, E., Rozza, A. & Arvidsson, A. (2014). Echo chamber or public sphere? Predicting political orientation and measuring political homophily in Twitter using big data. Journal of Communication, 64(2), 317-332. https://www.doi.org/10.1111/jcom.12084
  • Cotarelo, R. (2010). La política en la era de internet. Valencia: Tirant lo Blanch.
  • De Vreese, C. H., Esser, F., Aalberg, T., Reinemann, C. & Stanyer, J. (2018). Populism as an Expression of Political Communication Content and Style: A New Perspective. The International Journal of Press/Politics, 23(4), 423-438. https://www.doi.org/10.1177/1940161218790035
  • Dubois, E. & Gaffney, D. (2014). The Multiple Facets of Influence: Identifying Political Influentials and Opinion Leaders on Twitter. American Behavioral Scientist, 58(10), 1260-1277. https://www.doi.org/10.1177/0002764214527088
  • Engesser, S. & Humprecht, E. (2015). Frequency or skillfulness: How professional news media use Twitter in five Western countries. Journalism Studies, 16(4), 513-529. https://www.doi.org/10.1080/1461670X.2014.939849
  • Engesser, S., Ernst, N., Esser, F. & Büchel, F. (2017). Populism and social media: how politicians spread a fragmented ideology. Information, Communication & Society, 20(8), 1109-1126. https://www.doi.org/10.1080/1369118X.2016.1207697
  • Enli, G. (2017). Twitter as arena for the authentic outsider: Exploring the social media campaigns of Trump and Clinton in the 2016 US presidential election. European Journal of Communication, 32(1), 50-61. https://www.doi.org/10.1177/0267323116682802
  • Feenstra, R. A. & Casero-Ripollés, A. (2014). Democracy in the digital communication environment: A typology proposal of political monitoring processes. International Journal of Communication, 8, 2448-2468. Retrieved from https://ijoc.org/index.php/ijoc/article/view/2815
  • Fernández Crespo, M. (2014). Metodología para el análisis de las redes sociales. In R. Cotarelo & J. A. Olmeda (Eds.), La democracia del siglo XXI. Política, medios de comunicación, internet y redes sociales (pp. 383-408). Madrid: Centro de Estudios Políticos y Constitucionales.
  • Gainous, J. & Wagner, K. M. (2014). Tweeting to power: The social media revolution in American politics. Oxford: Oxford University Press. https://www.doi.org/10.1093/acprof:oso/9780199965076.001.0001
  • Geber, S. (2019). Do Self-Perceived Opinion Leaders Actually Lead Opinions? Evidence From an Observational Study on Political Conversations. Communication Research Reports, 36(3), 209-219. https://www.doi.org/10.1080/08824096.2019.1598856
  • Graham, T., Broersma, M., Hazelhoff, K. & van’t Haar, G. (2013). Between broadcasting political messages and interacting with voters: The use of Twitter during the 2010 UK general election campaign. Information, Communication & Society, 16(5), 692-716. https://www.doi.org/10.1080/1369118X.2013.785581
  • Habel, P. D. (2012). Following the Opinion Leaders? The Dynamics of Influence Among Media Opinion, the Public, and Politicians. Political Communication, 29(3), 257-277. https://www.doi.org/10.1080/10584609.2012.694986
  • Hahn, K. S., Ryu, S. & Park, S. (2015). Fragmentation in the Twitter following of news outlets. Journalism & Mass Communication Quarterly, 92(1), 56-76. https://www.doi.org/10.1177/1077699014559499
  • Igartua-Perosanz, J. J. (2006). Métodos cuantitativos de investigación en comunicación. Barcelona: Bosch.
  • Ignacio-Criado, J., Martínez-Fuentes, G. & Silván, A. (2013). Twitter en campaña: las elecciones municipales españolas de 2011. RIPS: Revista de Investigaciones Políticas y Sociológicas, 12(1), 93-113. Retrieved from http://www.usc.es/revistas/index.php/rips/article/view/1307
  • Jackson, N. & Lilleker, D. (2011). Microblogging, constituency service and impression management: UK MPs and the use of Twitter. The Journal of Legislative Studies, 17(1), 86-105. https://www.doi.org/10.1080/13572334.2011.545181
  • Jung Moon, S. & Hadley, P. (2014). Routinizing a New Technology in the Newsroom: Twitter as a News Source in Mainstream Media. Journal of Broadcasting & Electronic Media, 58(2), 289-305. https://www.doi.org/10.1080/08838151.2014.906435
  • Jungherr, A. (2016). Twitter use in election campaigns: A systematic literature review. Journal of Information Technology & Politics, 13(1), 72-91. https://www.doi.org/10.1080/19331681.2015.1132401
  • Justel-Vázquez, S., Fernández-Planells, A., Victoria-Mas, M. & Lacasa-Mas, I. (2018). Twitter e información política en la prensa digital: la red social como fuente de declaraciones en la era Trump. El profesional de la información, 27(5), 984-992. https://www.doi.org/10.3145/epi.2018.sep.03
  • Karlsen, R. (2015). Followers are opinion leaders: The role of people in the flow of political communication on and beyond social networking sites. European Journal of Communication, 30(3), 301-318. https://www.doi.org/10.1177/0267323115577305
  • Katz, E. & Lazarsfeld, P. (1970). Personal Influence, the Part Played by People in the Flow of Mass Communications. Nueva Jersey: Transaction Publishers.
  • Krippendorff, K. (2012). Content Analysis, An Introduction to Its Methodology. Thousand Oaks (CA): Sage Publications.
  • Larsson, A. O. & Ihlen, Ø. (2015). Birds of a feather flock together? Party leaders on Twitter during the 2013 Norwegian elections. European Journal of Communication, 30(6), 666-681. https://www.doi.org/10.1177/0267323115595525
  • Larsson, A. O. (2017). The news user on social media: A comparative study of interacting with media organizations on Facebook and Instagram. Journalism Studies, 1(18), 2225-2242. https://www.doi.org/10.1080/1461670X.2017.1332957
  • Lloren, A. & Wüest, R. (2016). Are opinion leaders better represented? West European Politics, 39(4), 800-834. https://www.doi.org/10.1080/01402382.2015.1125200
  • Marín-Dueñas, P. P. & Díaz-Guerra, A. (2016). Uso de Twitter por los partidos y candidatos políticos en las elecciones autonómicas de Madrid 2015. Ámbitos: Revista internacional de comunicación, 32. Retrieved from https://institucionales.us.es/ambitos/uso-de-twitter-por-los-partidos-y-candidatos-politicos-en-las-elecciones-autonomicas-de-madrid-2015/
  • McCombs, M. E. & Shaw, D. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187. https://www.doi.org/10.1086/267990
  • Newman, N., Fletcher, R., Kalogeropoulos, A. & Nielsen, R. K. (2019). Reuters Institute digital news report 2019. Oxford: Reuters Institute for the Study of Journalism, University of Oxford. Retrieved from https://reutersinstitute.politics.ox.ac.uk/sites/default/files/2019-06/DNR_2019_FINAL_0.pdf
  • Nulty, P., Theocharis, Y., Popa, S. A., Parnet, O. & Benoit, K. (2016). Social Media and Political Communication in the 2014 Elections to the European Parliament. Electoral Studies, 44, 429-444. https://www.doi.org/10.1016/j.electstud.2016.04.014
  • Paulussen, S. & Harder, R. A. (2014). Social media references in newspapers: Facebook, Twitter and YouTube as sources in newspaper journalism. Journalism Practice, 8(5), 542-551. https://www.doi.org/10.1080/17512786.2014.894327
  • Parmelee, J. H. & Bichard, S. L. (2012). Politics and the Twitter revolution. How tweets influence the relationship between political leaders and the public. Lanham (MD): Lexington Books. https://www.doi.org/10.1002/polq.12021
  • Scherpereel, J. A., Wohlgemuth, J. & Schmelzinger, M. (2016). The adoption and use of Twitter as a representational tool among members of the European Parliament. European Politics and Society, 18(2), 111-127. https://www.doi.org/10.1080/23745118.2016.1151125
  • Segado-Boj, F., Díaz-Campo, J. & Lloves Sobrado, B. (2016). Objetivos y estrategias de los políticos españoles en Twitter. Index. Comunicación, 6(1), 77-98. Retrieved from http://journals.sfu.ca/indexcomunicacion/index.php/indexcomunicacion/article/view/244
  • Skogerbø, E. & Krumsvik, A. H. (2015). Newspapers, Facebook and Twitter. Journalism Practice, 9(3), 350-366. https://www.doi.org/10.1080/17512786.2014.950471
  • Stromer-Galley, J. (2014). Presidential Campaigning in the Internet Age. Oxford: Oxford University Press.
  • Thomass, B. (2011). Deficits and Potentials of the Public Spheres. In J. Trappel (Ed.), Media in Europe today (pp. 117-133). Chicago: Intellect.
  • Vaccari, C., Chadwick, A. & O’Loughlin, B. (2015). Dual screening the political: Media events, social media, and citizen engagement. Journal of Communication, 65(6), 1041-1061. https://www.doi.org/10.1111/jcom.12187
  • Vaccari, C. & Valeriani, A. (2015). Follow the leader! Direct and indirect flows of political communication during the 2013 Italian general election campaign. New Media & Society, 17(7), 1025-1042. https://www.doi.org/10.1177/1461444813511038
  • Van-Kessel, S. & Castelein, R. (2016). Shifting the blame. Populist politicians’ use of Twitter as a tool of opposition. Journal of Contemporary European Research, 2(2), 594-614. Retrieved from https://www.jcer.net/index.php/jcer/article/view/709
  • Winter, S. & Neubaum, G. (2016). Examining Characteristics of Opinion Leaders in Social Media: A Motivational Approach. Social Media + Society, 1-12. Retrieved from https://journals.sagepub.com/doi/full/10.1177/2056305116665858
Fuente de los datos: Dialnet