Los marcos del compromisoFraming y Engagement digital en la campaña electoral de España de 2015

  1. Carlos Antonio Ballesteros Herencia 1
  1. 1 Universidad de Valladolid, España
Revista:
Observatorio (OBS*)

ISSN: 1646-5954

Año de publicación: 2020

Volumen: 14

Número: 3

Páginas: 98-119

Tipo: Artículo

DOI: 10.15847/OBSOBS14320201507 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Observatorio (OBS*)

Resumen

Framing and engagement are two usual theoretical approaches in Social Sciences in general and in Communication in particular, however the interrelationship of both in the digital world has barely begun to be investigated. Therefore, this research studied the involvement of users with the news frames used by political parties in their Facebook pages, using the case study of the 2015 spanish general election. All the messages published during the two-week election campaign by the six main parties were analysed, measuring engagement through the variables I like, Share and Comment. It was detected that the frames most used by political fomations are not always the ones that receive the greatest number of interactioins fro user of social networks. In addition, the three variables that integrated the engagement index (Like, Share and Comment) vary in different proportions before each analyzed frame.

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