Publication: Política 2.0: las redes sociales (Facebook y Twitter) como instrumento de comunicación política. Estudio: caso Uruguay
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2018-10-10
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Universidad Complutense de Madrid
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Abstract
El propósito de esta investigación es conocer a fondo la influencia que tienen las redes sociales en el ámbito político, para los usuarios asiduos a las redes sociales como Facebook y Twitter; conocer de antemano las estrategias políticas que los partidos y candidatos utilizan en ambas redes, para saber conquistar a los futuros votantes. Además, comprender cómo de activos hay que ser en estas redes y qué tipo de información proporcionar para tener la atención del público que consume política. ¿Cuáles son los temas que más llaman la atención? ¿Qué hace que la gente quiera interactuar con estas figuras públicas? ¿De qué manera el candidato se debe expresar en estas redes para conseguir que los usuarios participen en sus páginas sociales? En definitiva, se pretende responder a esta duda formulando el siguiente interrogante: ¿quién influye sobre quién?El corpus manejado en este estudio está compuesto por 12 cuentas de Twitter para Frente Amplio (FA), y 6 cuentas en Facebook para los mismos. A su vez, 12 cuentas de Twitter y 6 cuentas de Facebook para la oposición. Se han analizado estas cuentas en el periodo posterior a las elecciones del 2014. Dicho periodo se establece entre enero-noviembre 2016.Se analizará qué candidato tiene más seguidores, pasado el periodo de las elecciones. Desde el punto de vista metodológico, se harán dos tipos de análisis cuantitativos de datos de cada una de estas cuentas políticas, para, a la vez, conocer cómo es el perfil del consumidor político en las redes sociales; teniendo en cuenta toda la terminología de estas plataformas como: hashtags, retuits (RT), followers, likes, etc.
The purpose of this research is to know in depth the influence of social networks in the political field, for users of social media such as Facebook and Twitter. To know in advance the political strategies that the parties and candidates use in both networks, to know how to conquer the future voters. How active they have to be in these networks and what kind of information they provide to get the attention of the public consuming policy. What are the topics that most attract attention? What makes people want to participate with these public figures? In what way should the candidate express himself in these networks to get the users to participate in their social pages? In short, it is intended to answer the question, asking the following question Who influences who?The managed corpus consists of 12 Twitter accounts for Broad Front, 6 Facebook accounts for FA. 12 Twitter accounts for the opposition and 6 Facebook accounts for opposition, these accounts have been analyzed after the elections of 2014. That period is established between January-November 2016. It will analyze which candidate has more followers, beyond the period of the elections. From a methodological point of view, there will be 2 types of quantitative data analysis of each of these political accounts, as well as the profile of the political consumer in social networks. And will take into account all the terminology of these platforms as hashtags, retweets, followers, likes, etc.
The purpose of this research is to know in depth the influence of social networks in the political field, for users of social media such as Facebook and Twitter. To know in advance the political strategies that the parties and candidates use in both networks, to know how to conquer the future voters. How active they have to be in these networks and what kind of information they provide to get the attention of the public consuming policy. What are the topics that most attract attention? What makes people want to participate with these public figures? In what way should the candidate express himself in these networks to get the users to participate in their social pages? In short, it is intended to answer the question, asking the following question Who influences who?The managed corpus consists of 12 Twitter accounts for Broad Front, 6 Facebook accounts for FA. 12 Twitter accounts for the opposition and 6 Facebook accounts for opposition, these accounts have been analyzed after the elections of 2014. That period is established between January-November 2016. It will analyze which candidate has more followers, beyond the period of the elections. From a methodological point of view, there will be 2 types of quantitative data analysis of each of these political accounts, as well as the profile of the political consumer in social networks. And will take into account all the terminology of these platforms as hashtags, retweets, followers, likes, etc.
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Tesis de la Universidad Complutense de Madrid, Facultad de Ciencias Políticas y Sociología, Departamento de Sociología IV (Métodos de Investigación), leída el 12/09/2017