Resumen

SANTOS, Susana Costa  y  BICHO, Carlota Pina. Local authority elections 2.0: analysis of the communication strategies used by candidates, parties, and independent movements. Sociologia, Problemas e Práticas [online]. 2016, n.81, pp.189-210. ISSN 0873-6529.  https://doi.org/10.7458/SPP2016813893.

The social networks are an indispensable tool for political communication during election campaigns. This article seeks to contribute to the theoretical on whether online campaigns are helping change the paradigm for communication between candidates and voters, or whether on the contrary they are reproducing the styles and formats put forward by the mass media. The study begins by analysing the content of the Facebook pages of political parties and independent movements regarding the September 2013 local elections. The authors then present an exploratory model that seeks to explain the variations in interactivity from one page to another.

Palabras clave : social networks; elections; political communication; election campaign.

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