The use of Twitter by the main candidates in the general election campaigns in Spain: 2011 and 2015. Is there a digital and generational gap?
DOI:
https://doi.org/10.31921/doxacom.n26a5Keywords:
Digital and generational gap, election campaign, general elections of 2011 and 2015, Spain, TwitterAbstract
Do candidates use Twitter to communicate more directly with their electorate? In this investigation, we question the quantitative and qualitative way in which this social network was used by the main candidates during the Spanish electoral campaigns of 2011 and 2015. The aim is to establish whether there is a digital gap between the candidates of the “old” and “new” politics. Quantitatively, we analysed tweets, retweets, replies, followers/followings, and “likes”. Qualitatively, we analysed the informative, deliberative and participative way in which candidates used this network. The results show that there is no digital gap, and that candidates were far from proposing innovative strategies for establishing more direct communi- cation with voters.
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