Nuevos formatos del vídeo electoral en redes. La estrategia multiplataforma de los partidos españoles en las elecciones de 2019

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2022-07-15 DOI:10.33732/ixc/12/02nuevos

Maite Plazas-Olmedo, Pablo López-Rabadán

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引用次数: 2

Abstract

After decades of television influence, image and audiovisual language have become central elements of political communication. The irruption of social media has further invigorated the strategic use of video, by allowing the autonomous dissemination of content and a closer approach to citizens. Our objective is to analyze the management of video on social networks as an electoral tool from a novel multiplatform approach. Based on a model of content analysis, the format and degree of spectacularization of the videos are reviewed, and partisan strategies are compared. The sample is made up of 2,566 campaign videos published on the Twitter, Instagram, Facebook and YouTube accounts of the five most voted state parties in the general elections of November 2019: PSOE, PP, VOX, Podemos and Ciudadanos. The results show the appearance of new formats such as the digital spot and a strategic diffusion differentiated by platforms. Spectacularization is manifested, above all, in the bet on the personalization of the leader, to whom professional attributes are assigned.

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网络选举视频的新格式。西班牙各政党在2019年选举中的多平台战略

经过几十年的电视影响，图像和视听语言已经成为政治传播的核心要素。社交媒体的入侵，通过允许内容的自主传播和更接近公民，进一步激发了视频的战略使用。我们的目标是从一种新颖的多平台方法分析社交网络上视频作为选举工具的管理。在内容分析模型的基础上，回顾了视频的格式和奇观化程度，并比较了党派策略。该样本由2019年11月大选中五个得票最多的州政党的推特、Instagram、Facebook和YouTube账户上发布的2566个竞选视频组成:PSOE、PP、VOX、Podemos和Ciudadanos。结果表明，数字点播和平台差异化战略扩散等新业态出现。最重要的是，奇观化体现在对领导者个性化的押注上，他们被赋予了专业属性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.