Viralidad y engagement en los spots electorales a través de Youtube: el caso de las elecciones autonómicas vascas de 2016

Gandlaz, Matías; Larrondo Ureta, Ainara; Orbegozo Terradillos, Julen

Publication year:

2020

Publication place:

Donostia ; Leioa

Characteristics:

BIBLID [eISSN 1988-3935 (2020), 18; 177-206]

ISSN:

1137-4462; eISSN: 1988-3935

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Summary

The strategic marketing tactics used by the political parties during the campaigns began to extend their communication cores to the Network more than two decades ago, to use the scope offered by websites and social media platforms (YouTube, Twitter, Facebook, Instagram, etc.). In particular, candidates and their communication teams have moved their persuasive ploys to attract voters among YouTube . Based on the premise that this 2.0 media has consolidated as a leading channel of videopolitical dissemination, the article analyzes the engagement, interactions and viralization capacity of electoral spots published on YouTube by the five political parties that obtained representation in the Parliament Basque in the September 2016 elections (EAJ-PNV, EH Bildu, Podemos, PSE-EE and the Basque PP).
 

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