Estrategias comunicativas en Twitter y portales institucionales durante la segunda ola de Covid-19análisis de los gobiernos de Alemania, España, Portugal y Reino Unido

  1. Rivas-de-Roca, Rubén 1
  2. García-Gordillo, Mar 1
  3. Rojas-Torrijos, José Luis 1
  1. 1 Universidad de Sevilla
    info

    Universidad de Sevilla

    Sevilla, España

    ROR https://ror.org/03yxnpp24

Journal:
Revista Latina de Comunicación Social

ISSN: 1138-5820

Year of publication: 2021

Issue: 79

Type: Article

DOI: 10.4185/RLCS-2021-1517 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista Latina de Comunicación Social

Abstract

Introduction: The social restrictions imposed by the Covid-19 pandemic increased the role of digital technologies as tools of interaction, but also their role in the institutional communication developed by governments to explain their political decisions in a crisis situation. Methodology: This study examines some of the communication strategies of the governments of Germany, Spain, Portugal and the United Kingdom. To do this, the topics and objectives of their leaders or spokespersons on Twitter are studied: Steffen Seibert representing Merkel (Germany), Pedro Sánchez (Spain), António Costa (Portugal), and Boris Johnson (United Kingdom). Likewise, the messages disseminated on the official websites of the governments (Bundesregierung, La Moncloa, República Portuguesa and GOV.UK) are analyzed. Results: Results show a low use of digital interaction potential. In addition, the preferred themes and objectives are repeated on Twitter and institutional webs, focusing on the announcement and evaluation of health and economic issues. However, the messages on the social network refer to a greater plurality of issues. Discussion: Based on the similarities and divergences found, we argue that a reflection on the role of political cultures in communication actions should be noted, as well as the need to respond to the interests of the audience. Conclusions: Government communication has addressed the most immediate issues of the pandemic, such as health and the economy, developing a broader agenda on Twitter that, on the other hand, did not correspond to the interests observed among the public.

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