El papel de las redes sociales en la campaña electoral de los principales candidatos municipales y autonómicos madrileños en 2011

  1. Cristóbal Fernández Muñoz 1
  2. Alfredo Arceo Vacas 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Journal:
Prisma Social: revista de investigación social

ISSN: 1989-3469

Year of publication: 2015

Issue Title: Nuevas Tendencias en la Comunicación Organizacional

Issue: 14

Pages: 29-57

Type: Article

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LOS DEBATES TELEVISADOS EN LAS ELECCIONES DE 2007 Y 2011 AL AYUNTAMIENTO Y A LA PRESIDENCIA DE LA COMUNIDAD DE MADRID

17272

Abstract

The election campaign in the Madrid region and the city of Madrid in 2011 was the first in the history of the region and the municipality in which the candidates deployed the use of new digital tools of social communication. The purpose of this article is to provide an analysis from the point of view of PR and communications, on the use of these new digital tools within the communication strategy as a reflection of the strategy of each candidate. There were notable differences between them. The main conclusion is that Esperanza Aguirre (PP) won by a landslide to the rest on all fronts. She was more active on Facebook, Twitter and Youtube. Digital communication has become essential in explaining the successes and failures of candidates in political communication nowadays, so lessons learned in this area should not be neglected by candidates in next electoral events.

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