Andalusian electoral campaign 2022: Analysis of the relationships between interest, media use and citizen participation
- Ana Castillo-Díaz Universidad de Málaga https://orcid.org/0000-0002-3650-2964
- Belén Moreno-Albarracín San Jose State University, California https://orcid.org/0000-0003-1680-7389
Abstract
This paper analyzes the media coverage of the 2022 Andalusian election campaign and its connection to the interest expressed by citizens in the campaign, as well as their participation through voting and as transmitters of campaign-related content. To determine the existence of relationships between the variables considered, the chi-square hypothesis test is used. The strength of the associations is measured using Cramer’s V and the contingency coefficient. The results show an association between interest in the campaign and media coverage. Television is the preferred medium for staying informed, followed by digital press and radio. Debates and interviews are the most consumed content. Participation through conversations primarily occurs in family settings. However, no relationship is observed between interest in media coverage of the campaign and participation through voting. Even those who followed the campaign with greater interest seemed to have decided their vote before the elections.
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Author Biographies
Profesora titular del área de Comunicación Audiovisual y Publicidad de la Universidad de Málaga desde 2015. Actualmente es subdirectora de este departamento. Entre 2004 y 2015 ejerció su actividad docente e investigadora en la Universidad de Extremadura. Sus principales líneas de investigación se vinculan con la comunicación empresarial e institucional en el entorno online. En relación al estudio de estas líneas, ha realizado estancias de investigación en distintas universidades europeas y americanas, ha participado y dirigido proyectos de investigación y ha publicado numerosas contribuciones científicas.
Assistant Professor en el Departamento de Publicidad del School of Journalism and Mass Communications de la San Jose State University (SJSU), California. Antes, Personal Investigador en Formación con contrato FPU en el Departamento de Comunicación Audiovisual y Publicidad de la Universidad de Málaga, donde actualmente es Doctoranda en el programa de Doctorado Interuniversitario en Comunicación. Su principal línea de investigación es el branded content, con interés en la identidad de marca y las comunidades de marca. En este sentido, las organizaciones han sido frecuente objeto de estudio para la investigadora, que ha publicado trabajos en revistas de alto impacto (Revista de Comunicación, Palabra Clave, Profesional de la Información y Revista Mediterránea). Contribuye a la transferencia de conocimientos mediante la asignatura de Branded Content que imparte, donde el componente práctico es fundamental y está basado en el diseño y la implementación de estrategias reales para organizaciones locales, promoviendo las relaciones Universidad-comunidad y el impacto social de la docencia. Asimismo, ejerce como Major Advisor en el Departamento de Publicidad, como Faculty Advisor en el Ad Spartan Club y como representante en YECREA.
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