Podemos in the Regional Elections 2015Online Campaign Strategies in Castile and León

  1. Dafne Calvo 1
  2. Cristina Renedo Farpón 1
  3. María Díez-Garrido 1
  1. 1 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Revista:
RIPS: Revista de investigaciones políticas y sociológicas

ISSN: 1577-239X

Any de publicació: 2017

Volum: 16

Número: 2

Pàgines: 143-160

Tipus: Article

DOI: 10.15304/RIPS.16.2.3897 DIALNET GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: RIPS: Revista de investigaciones políticas y sociológicas

Resum

Internet has revolutionized many aspects in the way that political parties communicate. The Network has induced a complete transformation of the political strategies used during election campaigns to spread their message to the electorate. Politicians use social networks and digital platforms to promote their messages and to communicate with citizens during these periods of time. Facebook has proven to be one of the most effective networks in this regard. The party Podemos was born in 2014 in Spain, surrounded by a deep economic, institutional and political crisis. This political party promises to be a real hope to the negative situation of the country. In the recent years, Podemos has aroused the interest of social scientists because of the innovative way they use social networks. This paper explores the cybercampaign strategies that Podemos used during the 2015 Castile and León regional elections, a region where the population is very different from the party’s average voter. To this end, a quantitative analysis of their activity on Facebook and their website was made during the regional election campaign. The results of this study allow us to observe an ordinary use of the digital tools by Podemos that highlights the engagement achieved with users in Facebook.

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Informació de finançament

This article is the result of research conducted within the project “Online campaign strategies of the Spanish political parties: 2015-2016”, with reference CSO2013-44446-R, funded by the Ministry of Economy and Competi- tiveness, within the State Program R & D.

Finançadors

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Fuente de los datos: Dialnet