The context of perception generated on Twitter for the Spanish electoral debates of December 2015 and June 2016: treatment of the credibility factors by the candidates
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Alfredo Arceo Vacas
aarceo@ucm.es
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Rafael Barberá González
rbarbera@ccinf.ucm.es
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Sergio Álvarez Sánchez
sergioalvarezsanchez@ucm.es
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DOI:
https://doi.org/10.4067/S0718-48672020000200105Abstract
As a social network, Twitter has generated a new way of consuming electoral debates; through the double screen phenomenon, spectators watch the debate while they pay attention to the comments. Consequently, the credibility attributed to candidates is influenced by the context created on Twitter during the campaign. Credibility, appeal, and power constitute the three image factors in political communication; credibility comprises three subfactors: Expert knowledge, ethical trustworthiness, and social efficacy. This research describes the credibility contexts that the four leading candidates for the presidency of the Spanish Government tried to implement on Twitter when heading to the 2015 and 2016 general elections. The evolution of the credibility factors is also analyzed, taking two events as references: The debate between Mariano Rajoy and Pedro Sánchez in December 2015 and the June 2016 debate among all four contenders. Equally, the perception frames for the credibility of the candidates among the young public were also analyzed. The context of perception has been defined after studying the polls, organizing focus groups, and conducting content analyses of the candidates' Twitter profiles. In addition, those content analyses registered the variables that candidates applied to look credible. While everybody tried to transmit social efficacy, this subfactor received almost no audience recognition. The debates did not change the practices on social media, but the spontaneity of Mariano Rajoy was revealed as more credible than the artificial efforts of his adversaries.
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