The influence of X in political communication: A case analysis focusing on the Spanish general elections in July 2023

Authors

DOI:

https://doi.org/10.31637/epsir-2024-1045

Keywords:

political communication, X, social networks, content analysis, digital marketing, political marketing, elections

Abstract

Introduction: Political communication is a fundamental axis of political activity. Specifically, the social network X is characterised by its immediate and direct contact with users, which has expanded the opportunities for politicians to communicate more quickly with their audiences. Methodology: this research focuses on the impact of X on political communication in the General Elections held in July 2023 in Spain in the profiles of Pedro Sánchez and Alberto Núñez Feijóo through a review of the literature on political communication and a mixed methodology, which includes a quantitative and qualitative analysis and an assessment of the content with automated processes of data download and analysis. Results: aims to obtain results that help to understand more fully the influence (or not) of X as an important component in the formation of public opinion in the electoral period. Discussion: The important role of humor and satire as social and political criticism. Conclusions: the analysis shows that X had a great impact and influence on these elections and that through its analysis it is possible to predict accurate results.

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Author Biographies

María Alcolea Parra, Universidad a Distancia de Madrid

PhD in Journalism from the UCM. Degree in Journalism and Advertising and Public Relations from the Faculty of Information Sciences at the CEU San Pablo University in Madrid. Master in Commercial and Marketing Management (Udima). Assistant Professor of Journalism, Advertising and Marketing at the Faculty of Social Sciences and Humanities at Udima University. Outside the academic field, her professional work has been developed in communication offices of multinational companies and communication agencies. His lines of research are focused on strategic communication and digital marketing in the education sector, corporate communication, social networks and artificial intelligence and innovation. Member of GI Observatory of Communication, Marketing and Digital Innovation of Organizations (OCIO) UDIMA.

Olga Sánchez González, Universidad a Distancia de Madrid

PhD in Audiovisual Communication, Advertising and Public Relations (UCM). Degree in Tourism. Degree in Event Organisation and Management. Master's Degree in Protocol Management, Production, Organisation and Design of Events. University Master's Degree in Teacher Training for Secondary Education, Baccalaureate and Vocational Training. PI of the Scientific Observatory of Events group created as a line of research after the completion of the doctoral thesis Protocol, communication and security in the organisation of events (2017) UCM. Research member of the group GITUROMA (Tourism, Leisure and Aquatic Environment) UCJC. Member of GI Observatory of Communication, Marketing and Digital Innovation of Organisations (OCIO) UDIMA. Research member of the group Education and critical thinking: the challenge of integrating them into student training (UEM).

Ana Belén Bastidas Manzano, Universidad a Distancia de Madrid

Diploma in Tourism, Degree in Labour Sciences, Master's Degree in Administration and Management of Tourism Companies and Official Master's Degree in Marketing and Consumer Behaviour, and PhD in Economics and Business Studies (Cum Laude) from the University of Granada. Associate Professor at the Universidad a Distancia de Madrid (UDIMA) since 2017, in the degrees of tourism, marketing, advertising and public administrations, ADE, among others. Member of the GI Observatory of Communication, Marketing and Digital Innovation of Organisations (OCIO) UDIMA.

Silvia Álvarez Santás , Universidad a Distancia de Madrid

She has been teaching and researching various subjects in the fields of business economics, marketing and market research for 20 years, holds a PhD in Social Sciences, a Master's degree in Hotel Management, a Bachelor's degree in Business Administration and a Bachelor's degree in Commercial Management and Marketing, with more than 25 years of experience in marketing in companies in different sectors of the economy.

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Published

2024-11-05

How to Cite

Alcolea Parra, M., Sánchez González, O., Bastidas Manzano, A. B., & Álvarez Santás , S. (2024). The influence of X in political communication: A case analysis focusing on the Spanish general elections in July 2023. European Public & Social Innovation Review, 9, 1–21. https://doi.org/10.31637/epsir-2024-1045

Issue

Vol. 9 (2024)

Section

INNOVATING IN COMMUNICATIVE DISCOURSES

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Copyright (c) 2024 María Alcolea Parra, Olga Sánchez González, Ana Belén Bastidas Manzano, Silvia Álvarez Santás

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