La burbuja de filtros en España. Una comprobación empírica en Facebook e Instagram

Authors

DOI:

https://doi.org/10.15847/obsOBS17120232075

Keywords:

Burbuja de filtros, polarización política, cámara de resonancia, microtargeting, Facebook, Instagram.

Abstract

A pesar del fenómeno de la sobreinformación, las plataformas tecnológicas han encontrado una nueva forma de acceso a los contenidos para los usuarios mediante la personalización. Esta microsegmentación o microtargeting conlleva una creciente polarización de la política con posturas ideológicas enfrentadas entre sí creando cámaras de resonancia cada vez más difíciles de desarticular. Con esta investigación se pretende exponer la teoría de la "burbuja de filtros", enunciada por Eli Pariser (2017), en el contexto español en Facebook e Instagram, siendo esta última red apenas investigada en relación con esta temática. Mediante la creación de tres cuentas ficticias de tendencia de derechas, izquierdas y neutra en ambas plataformas, y en un plazo de 6 semanas, se pretendió alcanzar tres objetivos: (1) determinar el número de días que son necesarios en cada cuenta para que actúen los algoritmos y se perciban en primer lugar los contenidos afines y así descubrir qué predisposiciones actúan antes; (2) observar si la burbuja de filtros conduce a una cámara de resonancia que potencie la polarización política y la exaltación de los extremos en esas redes sociales; y (3) definir la temática de las noticias que más se repite en las diferentes cuentas de las dos plataformas sociales y qué medios son los emisores. Los resultados y conclusiones apuntaron que tanto Facebook como Instagram cuentan con algoritmos que personalizan las interacciones en un corto periodo de tiempo, lo que aviva la polarización y la crispación en el debate político con medios recurrentes para potenciarlo.

Author Biographies

Sandra Soria Alonso, Universidad de Valladolid

Periodista

Alicia Gil-Torres, Universidad de Valladolid

Alicia Gil Torres, asistant professor of (US)/ Lecturer in (UK) Journalism at the University of Valladolid. Degree in Advertising and Public Relations (specialization in Communication Management), degree in Journalism, Master in Political Consulting and PhD in Journalism. Her area of expertise is Political and Electoral Communication and her research focus in election campaigns, political marketing and grassroots. She also worked as freelance consultant for almost a decade and advised and offered training in communication to various organizations and politicians. Her last job was as chief of staff in España Global, a Secretary of State (Ministry of Foreign Affairs, EU and Cooperation).

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Published

2023-03-20

How to Cite

Soria Alonso, S., & Gil-Torres, A. (2023). La burbuja de filtros en España. Una comprobación empírica en Facebook e Instagram. Observatorio (OBS*), 17(1). https://doi.org/10.15847/obsOBS17120232075

Issue

Vol. 17 No. 1 (2023)

Section

Articles

License

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