The Influence of the Negative Campaign on Facebook: The Role of Political Actors and Citizens in the Use of Criticism and Political Attack in the 2016 Spanish General Elections
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Title
The Influence of the Negative Campaign on Facebook: The Role of Political Actors and Citizens in the Use of Criticism and Political Attack in the 2016 Spanish General ElectionsDate
2021-10-01Publisher
Multidisciplinary Digital Publishing InstituteISSN
2076-0760Bibliographic citation
Marcos-García, S.; Alonso-Muñoz, L.; Casero-Ripollés, A. The Influence of the Negative Campaign on Facebook: The Role of Political Actors and Citizens in the Use of Criticism and Political Attack in the 2016 Spanish General Elections. Soc. Sci. 2021, 10, 356. https://doi.org/10.3390/socsci10100356Type
info:eu-repo/semantics/articlePublisher version
https://www.mdpi.com/2076-0760/10/10/356#citeVersion
info:eu-repo/semantics/publishedVersionSubject
Abstract
Social media has become an essential platform in the field of digital political communication.
In the context of accommodating electoral campaigns to digital media and the absence of barriers to
freedom of expression ... [+]
Social media has become an essential platform in the field of digital political communication.
In the context of accommodating electoral campaigns to digital media and the absence of barriers to
freedom of expression existing on these platforms, attacks on political rivals and negative campaigns
are increasing on social media. This research analyzes the use of criticism on Facebook by political
actors during the electoral campaign and citizens’ reactions to these messages. The sample (n = 601)
contains the publications disseminated on Facebook by political parties and leaders during the
electoral campaign of the general elections of 26 June 2016 in Spain. The results show that criticism
is an emerging resource in the digital communication strategy of political actors, mainly used by
the opposition parties and their candidates, who focus their attacks on the party and leader of the
Government. Attacks are mainly focused on the professional side of their rivals, although they also
give a central role to emotions. Citizens are attracted to these attacks and are prone to interact with
posts that include this resource. [-]
Is part of
Social Sciences, 2021, 10, núm. 10: 356.Project code
CSO2017-88620-P
Project title or grant
Influencers en la comunicación polítca en España. Análisis de las relaciones entre líderes de opinión 2.0, medios de comunicación, partidos, instituciones y audiencias en el entorno digital
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info:eu-repo/semantics/openAccess
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