The use of twitter in online political communication

Abstract

This thesis aims to analyse the use of digital networks as a tool for electoral communication by new political organisations. Thus, the research study is focused on Barcelona 2015 city council election and the political organisation Barcelona en Comú, formed by six political parties. Methodologically, it combines quantitative and qualitative technics through the mixed-method approach. These methods are social network analysis, content analysis, SEO analysis and semi-structured in-depth interviews. Overall, the research identifies different opinion leaders and a hierarchical network according to citizen's feedback, the type of message according to populism as a style of political communication, and the design of the electoral strategies by the political parties.