Finding interaction. Political parties and leaders in Twitter during 2015 General Elections
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Comunicación políticaResumo
In the last electoral campaigns, the use of Twitter has had a relevant role in the communication strategies posed by political actors. In the same way than other social network sites, Twitter promotes new dynamics of citizen participation in which the possibility of interaction and the two-way communication represent a substantive change to cast and disseminate the messages. The aim of this research is to analyse the features of the messages broadcast by political parties and leaders according to the interaction level of the users to know the differences and similarities between them and if there are any common pattern. With this purpose a content analysis is applied, where by the features of the messages with greater level of interaction are analysed. The sample of this study is composed by 8,398 tweets published during the electoral campaign of 2015. The results show that users interact differently with the tweets broadcast by political parties and those broadcasted by leaders. Also it is observed that the inclusion of links in the messages does not condition the level of interaction, while the incorporation of hashtags and mentions decreases the possibilities of reaction.
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