COMMUNICATION-SOCIETY.COM VERSIÓN EN ESPAÑOL
Comunicación y Sociedad Universidad de Navarra | Facultad de Comunicación
USER AREA
Username: Password:
Ok Sign inForgot your password?
GoogleINSIDE C&S Ok

Calidad Revistas Científicas Españolas
VOL.
27(1)/
2014
Author / Rocío ZAMORA MEDINA Associate Professor. Faculty of Communication and Documentation. University of Murcia, Spain.
Author / Cristina ZURUTUZA MUÑOZ Faculty of Communication and Social Sciences. San Jorge University, Spain.
More authors:  1 2
Article / Campaigning on Twitter: Towards the “Personal Style” Campaign to Activate the Political Engagement During the 2011 Spanish General Elections

Abstract /

Politicians have been quick to adopt and leverage social media to engage voters. Micro-blogging on Twitter is a campaign tool that helps a political candidate directly interact with citizens through a shared conversation. It also allows the candidate to use a personal campaigning style based on a more everyday (versus an institutionalized) style of speech. The aim of this article is to analyse the extent to which the candidates for the presidency of the two leading parties in Spain deployed this personal strategy on Twitter during 2011 General-Election campaign. In order to achieve our goal, we have designed and used a quantitative and qualitative analysis of the 2.274 tweets put out by both candidates’ accounts: @conRubalcaba and @marianorajoy.

Keywords /

Social Media, elections, personal style, campaigns, twitter, political engagement

© Communication & Society - School of Communication - University of Navarra | Contact Us | Legal Notice | Site Map