Principales efectos y ventajas del uso de las nuevas tecnologías en campañas electorales

Abstract

In the last decade, online communication has become a cornerstone of business communication because, among other things, is a quick and easy way to connect to the desired target audience (and especially the younger ones) at any time of day and without intermediaries that can manipulate the message. Political parties have also begun to use these means to interact with their fans and, especially in election campaigns, promote the mobilization of its supporters. Because it is a new way of communication and is still expanding, not much research has done in this field and, the existing ones, focus on the U.S. elections. This article aims to highlight the importance of these new channels are gaining in political communication in Spain, analyzing the use of new technologies by the two main political parties (PSOE and PP) during the last general elections and , thus opening a line of studies in this direction.