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

DOI:

https://doi.org/10.4067/S0718-48672020000200105

Abstract

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.

Palabras Clave

political communication , electoral debates , social media , credibility , Twitter , content analysis

Author Biographies

Alfredo Arceo Vacas, Universidad Complutense de Madrid

Alfredo Arceo has a degree in Journalism, a PhD in Information Science and a Master in Corporate and Advertising Communication, all of them degrees obtained at the Complutense University. He has worked as a journalist in various Spanish media -RTVE, "Anuncios" and the "Diari" magazine in Barcelona, ”‹”‹among others-; his work as a communication consultant for public, private and political organizations is equally relevant. He has directed research in the field of political communication, as well as in institutional and business communication, writing various books on public relations and a large number of articles in magazines of the communication sector. He has also been deputy secretary of the Faculty of Information Sciences of the UCM and academic secretary of the Department of Audiovisual Communication and Advertising II. He is currently a professor at the Faculty of Information Sciences of the UCM, where he teaches the subjects of Crisis Communication and Speaker Training for Spokespersons. In addition, from the 2018-19 academic year he directs the Master's Degree in Corporate and Advertising Communication, in the same center.

Rafael Barberá González, Universidad Complutense de Madrid

Rafael Barberá has a degree in Law and Journalism, and a PhD in Journalism from the Universidad San Pablo-CEU. He has made stays at the universities of Berkeley and UCLA (California) and at Harvard (Boston). After more than five years as Director of Communication, head of press and media relations for Telemadrid, he worked as an information editor and specialized editor in the National, International and Economics sections, between 2009 and 2016. Currently, as an associate professor at the Complutense University of Madrid, he teaches the subject of Psychology of Communication in the Department of Communication Theories and Analyses, for the degree in Audiovisual Communication; In addition, he directs the Master in Audiovisual Production and Filmaking at the Francisco de Vitoria University. His main lines of research include the use of social networks in election campaigns, and the role of lobbies or lobbyists, showing a particular interest in comparisons between the United States and Europe in these areas.

Sergio Álvarez Sánchez, Universidad Complutense de Madrid

Since 2017, Sergio Álvarez is a predoctoral research trainee in the Department of Communication Theories and Analyses of the Complutense University of Madrid -call CT27 / 16-CT28 / 16-, where he performs teaching collaboration tasks in the subjects of Crisis Communication and Training for Spokespersons. He has published several investigations based on the theory of framing, on which the doctoral thesis he is completing is also based, with the title “The Communication Strategies of Political Actors in the Face of Social Conflict: Analysis of its Reference Frames for the Labour Reform of 2012 ”; as well as on the role of neuroscience in the study of public relations.

  • Pages: 105-151
  • Date Published: 2020-09-16
  • Vol. 13 No. 2 (2020): July-December

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2020-09-16

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Arceo Vacas, A., Barberá González, R., & Álvarez Sánchez, S. (2020). 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. Perspectivas De La Comunicación, 13(2), 105–151. https://doi.org/10.4067/S0718-48672020000200105

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