Positioning analysis of Spanish politicians through their Twitter posts versus Spanish public opinion
Authors
Penelas Leguía, Azucena; Núñez Barriopedro, Estela; López Sanz, José María; Ravina Ripoll, RafaelIdentifiers
Permanent link (URI): http://hdl.handle.net/10017/59246DOI: 10.1057/s41599-023-01805-9
ISSN: 2662-9992
Date
2023-06-08Bibliographic citation
Humanities & Social Sciences Communications, 2023, p. 1-11
Document type
info:eu-repo/semantics/article
Version
info:eu-repo/semantics/publishedVersion
Rights
© los autores
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Access rights
info:eu-repo/semantics/openAccess
Abstract
The evolution of Information and Communication Technologies (ICT) has changed the way
we communicate. Access to the Internet and social networks has even changed the way we
organise ourselves socially. Despite advances in this field, research on the use of social
networks in political discourse and citizens" perceptions of public policy remains scarce. So,
the empirical study of politicians" discourse on social networks in relation to citizens" perception
of public and fiscal policies according to their political affinity is of particular interest.
The aim of the research is, therefore, to analyse positioning, from a dual perspective. Firstly,
the study analyses the positioning in the discourse of the communication campaigns posted
on social networks of Spain"s most prominent politicians. And secondly, it evaluates whether
this positioning is reflected in citizens" opinions about the public and fiscal policies being
implemented in Spain. To this end, a qualitative semantic analysis and a positioning map is
performed on a total of 1553 tweets published between 1 June and 31 July 2021 by the leaders
of the top ten Spanish political parties. In parallel, a cross-sectional quantitative analysis is
carried out, also through positioning analysis, based on the database of the Public Opinion
and Fiscal Policy Survey of July 2021 by the Sociological Research Centre (CIS), whose
sample is 2849 Spanish citizens. The results show a significant difference in the discourse of
political leaders" social network posts—which is more pronounced between right-wing and
left-wing parties—and only some differences in citizens" perception of public policies
according to their political affinity. This work contributes to identifying the differentiation and
positioning of the main parties and helps to guide the discourse of their posts.
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