Emociones y engagement en los mensajes digitales de los candidatos a las elecciones generales de 2019
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Publicado:
nov 21, 2021
Palabras clave:
compromiso político, redes sociales, Twitter, emociones, análisis de sentimientos.
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Resumen
Las redes sociales se han convertido en los últimos años en una importante plataforma de comunicación a través de la que los candidatos promueven el compromiso político de sus electores. Una de las variables que podría influir en esa capacidad de generar engagement a través de las redes sociales es la utilización de mensajes con una importante carga emocional, tanto positiva como negativa. Nuestra investigación tiene como objetivo profundizar en el análisis de dicha relación entre el compromiso político y las emociones en las redes sociales, mediante el Análisis de Sentimientos en los tweets de los principales candidatos en las elecciones generales de abril y noviembre de 2019 en España. Para ello recurrimos a la técnica de extracción de textos y su análisis con el software Linguistic Inquiry and Word Count (LIWC), poniendo en relación el nivel de presencia de emociones positivas y negativas, con el nivel de compromiso alcanzado por los candidatos durante la campaña electoral. Nuestro análisis contribuye a demostrar la existencia de relación entre la carga emocional del discurso en las redes sociales y el nivel de engagement que genera, aunque este parece estar mediatizado además por la agenda política y la estrategia de campaña de los partidos. Comprobamos además que la relación entre discurso emocional y engagement hacia un líder no es exclusivamente endógena, sino que puede obedecer también a elementos exógenos debido a la presencia de comunidades digitales compartidas.
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Cómo citar
Jaráiz Gulías, E., Rivera Otero, J. M. ., Lagares Diez, N., & López López, P. C. (2021). Emociones y engagement en los mensajes digitales de los candidatos a las elecciones generales de 2019 . Cultura, Lenguaje Y Representación, 26, 229–245. https://doi.org/10.6035/clr.5844
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Dahlgren, Peter. 2009. Media and Political Engagement: Citizens, Communication, and Democracy. Cambride: Cambridge University Press.
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Ekman, Joakim y Erik Amnå. 2012. «Political participation and civic engagement: Towards a new typology». Hu¬man Affairs, 223: 283-300. https://doi.org/10.2478/s13374- 012-0024-1
Ellison Nicole B., Charles Steinfield y Cliff Lampe. 2007. «The benefits of Facebook “friends”: social capital and college students’use of online social network sites». Journal of Computer-Mediated Communication, 124: 1143–1168. https://doi.org/10.1111/j.1083-6101.2007.00367.x
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Entman, Robert M. 1993. «Framing: Toward clarification of a fractured paradigm». Journal of Communication, 43: 51–58. https://doi.org/10.1111/j.1460-2466.1993.tb01304.x
Feller, Albert, Matthias Kuhnert, Timm O. Sprenger, Isabell M. Welpe, Isabell. 2011. «Divided they tweet: The network structure of political microbloggers and discussion topics». In: Proceedings of the Fifth Intl AAAI Conf on weblogs and social media, pp. 474-477.
Fishbein, Martin y Icek Ajzen. 1975. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading: Addison-Wesley.
Gerbaudo, Paolo, Federico Marogna y Chiara Alzetta. 2019. «When “Positive Posting” Attracts Voters: User Engagement and Emotions in the 2017 UK Election Campaign on Facebook». Social media + Society, 1-11. https://doi.org/10.1177/2056305119881695
Gibson, Rachel y Marta Cantijoch. 2013. «Conceptualizing and measuring participation in the age of the Internet: Is online political engagement really different to offline?». The Journal of Politics, 753: 701–716. https://doi.org/doi:10.1017/S0022381613000431
Gil de Zúñiga, Homero, Nakwon Jung y Sebastián Valenzuela. 2012. «Social media use for news and individuals’ social capital, civic engagement and political participation». Journal of Computer-Mediated Communication, 17: 319–336. https://doi.org/doi:10.1111/j.1083-6101.2012.01574.x
Gil de Zúñiga, Homero y Sebastián Valenzuela. 2011. «The mediating path to a stronger citizenship: Online and offline networks, weak ties and civic engagement». Communication Research, 383: 397–421. https://doi.org/10.1177/0093650210384984
Gordon, Steven L. 1981. «The Sociology of Sentiments and Emotions». En Social Psychology: Sociological Perspectives, eds. Morris Rosenberg y Ralph H. Turner. New York: Routledge.
Hall, Cheryl. 2005. The Trouble with Passion: Political Theory Beyond the Reign of Reason. New York: Routledge.
Jaráiz-Gulías, Erika, María Pereira-López y José Manuel Rivera-Otero. 2021, en prensa. «Análisis de emociones originadas por las publicaciones Twitter de los candidatos en las elecciones generales de Bolivia y España en 2019». Journal of Iberian and Latin American Research.
Jung, Nakwon, Yonghwam Kim, Homero Gil de Zúñiga. 2011. «The mediating role of knowledge and efficacy in the effects of communication on political participation». Mass Communication and Society, 14(4): 407–430. https://doi.org/10.1080/15205436.2010.496135
Kenski, Kate, Bruce W. Hardy y Kathleen H. Jamieson. 2010. The Obama Victory: How Media, Money, and Messages Shaped the 2008 Election. Oxford: Oxford University Press.
Kreis, Ramona. 2017. «The tweet politics of president Trump». Journal of Language and Politics, 4: 607–618. https://doi.org/10.1075/jlp.17032.kre
Krueger, Brian. 2002. «Assessing the potential of Internet political participation in the United States: A resource approach». American Politics Research, 305: 476-498. https://doi.org/10.1177/1532673x02030005002
Krueger, Brian. 2010. «Opt in or tune out: Email mobilization and political participation». International Journal of E-Politics IJEP, 14: 55–76. https://doi.org/10.4018/jep.2010100104
Lee, Dokyum, Kartik Hosanagar y Harikesh Nair. 2014. The effect of social media marketing content on consumer engagement: Evidence from Facebook. Stanford: Stanford Graduate School of Business.
Lilleker, Darr. 2013. «Empowering the citizens? Political communication, co-production and the harnessed crowd». En The media, political participation and empowerment, eds. Scullion, Richard, Roman Gerodimos, Daniel Jackson y Darren Lilleker. Londres: Routledge.
Liu, Dilin y Lei Lei. 2018. «The appeal to political sentiment: An analysis of Donald Trump’s and Hillary Clinton’s speech themes and discourse strategies in the 2016 US presidential election». Discourse, Context & Media, 25: 143–152. https://doi.org/10.1016/j.dcm.2018.05.001
Macková, Alena. 2015. «Czech politicians go online: Is this e-democracy or just a campaign move? ». En Living in the digital age, eds. Lorentz, Pascaline, David Smahel, Monika Metykova y Michelle F. Wright. Brno: Masarykova univerzita.
Malhotra, Neil, Melissa R. Michelson, Todd Rogers y Ali Adam Valenzuela. 2011. «Text messages as mobilization tools: The conditional effect of habitual voting and election salience». American Politics Research, 39: 664–681. http:dx.doi.org/10.1177/1532673X11398438
Magalhães, Pedro C. 2005. «Disaffected Democrats: Political Attitudes and Political Action in Portugal». West European Politics, 285: 973-991. https://doi.org/10.1080/01402380500310626
Murthy, Dhiraj. 2015. «Twitter and elections: are tweets, predictive, reactive, or a form of buzz?». Inform. Commun. Soc. 18: 816–831. https://doi.org/10.1080/1369118X.2015.1006659
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