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

  1. Matías Gandlaz 1
  2. Ainara Larrondo Ureta 1
  3. Julen Orbegozo Terradillos 1
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

Journal:
Mediatika: cuadernos de medios de comunicación

ISSN: 1988-3935

Year of publication: 2020

Issue: 18

Pages: 177-206

Type: Article

DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Mediatika: cuadernos de medios de comunicación

Abstract

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 users. 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).

Data source: Dialnet