Los marcos del compromiso: Framing y Engagement digital en la campaña electoral de España de 2015

Authors

  • Carlos A. Ballesteros-Herencia Universidad de Valladolid (Spain)

DOI:

https://doi.org/10.15847/obsOBS14320201507

Keywords:

Marcos informativos, encuadres, compromiso, implicación, campaña electoral, redes sociales.

Abstract

Framing y engagement son dos planteamientos teóricos frecuentes en Ciencias Sociales en general y en Comunicación en particular, sin embargo, la interrelación de ambos en el mundo digital está comenzado a indagarse. Por ello, esta investigación estudió la implicación de los usuarios con los marcos informativos empleados por los seis principales partidos políticos españoles (PSOE, PP, Podemos, IU, UPyD y Ciudadanos) en sus páginas de Facebook, utilizando el estudio del caso de las elecciones generales de 2015. Se analizaron todos los mensajes publicados durante dos semanas de campaña electoral por estos seis partidos y sus candidatos, midiéndose el engagement mediante las variables Me gusta, Compartir y Comentar. Se detectó que no siempre los marcos más empleados por las formaciones políticas son los que mayor número de interacciones reciben por parte de los usuarios de las redes sociales. Así, el marco estratégico, si bien poco utilizado por los políticos, cuarto de un total de seis, fue el segundo con mayor nivel del engagement . Por el contrario, el marco temático, tercero más frecuente, sólo fue el quinto en implicación de los seguidores. Además, las tres variables indicadoras de engagement variaron en diferente proporción ante cada marco analizado.

Author Biography

Carlos A. Ballesteros-Herencia, Universidad de Valladolid (Spain)

Profesor asociado. Departamento de Historia Moderna, Contemporánea y de América, Periodismo, Comunicación Audiovisual y Publicidad

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Published

2020-08-27

How to Cite

A. Ballesteros-Herencia, C. (2020). Los marcos del compromiso: Framing y Engagement digital en la campaña electoral de España de 2015. Observatorio (OBS*), 14(3). https://doi.org/10.15847/obsOBS14320201507

Issue

Vol. 14 No. 3 (2020)

Section

Articles

License

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