Electoral communication 2.0: presence and activity on Twitter of the candidates for Mayor of Valencia in the elections of May 26th, 2019
Abstract
This paper is aimed to analyze political communication 2.0 on candidates for mayor of Valencia’s Twitter profiles whom, according to the CIS, were expected to obtain representation in the city council. The analysis includes all tweets published in these profiles during the electoral campaign held between May 10th and 24th, 2019. The study is carried out at two levels: a quantitative one, in which the published messages are collected and accounted for, and another qualitative, in which they are classified thematically. In addition, the interaction with the citizen-voter is investigated through the tools availables for users. The results reflect a decisive, strategic and disparate use of profiles by different political leaders. The study shows that, despite the increasing use of this microbbloging network by political representatives, this instrument offers endless possibilities that leaders must still learn to exploit in order to reach their electorate and gain their support in the polls.
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