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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Título
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 ElectionsFecha de publicación
2021-10-01Editor
Multidisciplinary Digital Publishing InstituteISSN
2076-0760Cita bibliográfica
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/socsci10100356Tipo de documento
info:eu-repo/semantics/articleVersión de la editorial
https://www.mdpi.com/2076-0760/10/10/356#citeVersión
info:eu-repo/semantics/publishedVersionPalabras clave / Materias
Resumen
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. [-]
Publicado en
Social Sciences, 2021, 10, núm. 10: 356.Código del proyecto o subvención
CSO2017-88620-P
Título del proyecto o subvención
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
Derechos de acceso
info:eu-repo/semantics/openAccess
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