Organizational communication strategies on social networks: analysis of the French far-right´s electoral campaigns on Twitter

Authors

DOI:

https://doi.org/10.3145/epi.2020.nov.08

Keywords:

Organizational communication, Political communication, Online campaigns, Electoral campaigns, Social networks, Social media, Populisms, European Union, Rassemblement National, National Rally, Twitter

Abstract

Since the 2014 European elections, populist organizations have been gaining a share of power, as finally ratified by their voters in May 2019. In the case of France, the rise of National Rally (NR) is, partially, due to a change of its communication strategy. In particular, in its online strategy framework for the European elections, a total of 1,256 tweets published by its official Twitter account during the 15-day electoral campaigns in 2014 and 2019 have been analyzed. The results confirm a reconfiguration of its online communicative strategy and how this shift allowed the organization to create a closer link with its audience to increase and build loyalty among the number of users who could become NR voters. 

Downloads

Download data is not yet available.

References

Adams, Amelia; McCorkindale, Tina (2013). "Dialogue and transparency: A content analysis of how the 2012 presidential candidates used Twitter". Public relations review, v. 39, n. 4, pp. 357-359. https://doi.org/10.1016/j.pubrev.2013.07.016

Alonso-Muñoz, Laura; Miquel-Segarra, Susana; Casero-Ripollés, Andreu (2016). "Un potencial comunicativo desaprovechado. Twitter como mecanismo generador de diálogo en campaña electoral". Obra digital, v. 11, pp. 39-58. https://doi.org/10.25029/od.2016.100.11

Andrade, Horacio (2005). Comunicación organizacional interna: proceso, disciplina y técnica. Netbiblio. ISBN: 84 9745 100 7 https://bit.ly/2KGDIRB

Aruguete, Natalia (2017). "The agenda setting hypothesis in the new media environment". Comunicación y sociedad, n. 28, pp. 35-58. https://doi.org/10.32870/cys.v0i28.2929

Barisione, Mauro; Michailidou, Asimina (eds.). (2017). Social media and European politics: Rethinking power and legitimacy in the digital era. Houndmills: Palgrave Macmillan. ISBN: 978 1 137 59890 5

Bentivegna, Sara (2015). A colpi di tweet: la politica in prima persona. Il Mulino. Bolonia ISBN: 978 88 1525721 5

Betz, Hans-George (2017). "The new politics of resentment. Radical right-wing populism in Western Europe". In: Mudde, Cass (ed.). The populist radical right: A reader. New York: Routledge, pp. 338-351. ISBN: 978 1 138673878

Bimber, Bruce (2014). "Digital media in the Obama campaign of 2008 and 2012: Adaptation to the personalized political communication environment". Journal of information, technology & politics, v. 11, n. 2, pp. 130-150. https://doi.org/10.1080/19331681.2014.895691

Bouza-Garcí­a, Luis; Tuñón-Navarro, Jorge (2018). "Personalización, distribución, impacto y recepción en Twitter del discurso de Macron ante el Parlamento Europeo el 17/04/18". El profesional de la información, v. 27, n. 6, pp. 1239-1247. https://doi.org/10.3145/epi.2018.nov.07

Bruns, Axel; Burgess, Jean (2011). "The use of Twitter hashtags in the formation of ad hoc publics". In: Proceedings of the 6th European Consortium for Political Research (ECPR). General Conference 2011. https://eprints.qut.edu.au/46515

Calvo, Dafne; Renedo-Farpón, Cristina; Dí­ez-Garrido, Marí­a (2017). "Podemos in the regional elections 2015: Online campaign strategies in Castille and León". RIPS. Revista de investigaciones polí­ticas y sociológicas, v. 16, n. 2, pp. 143-160. https://doi.org/10.15304/rips.16.2.3897

Campos-Domí­nguez, Eva (2017). "Twitter y la comunicación polí­tica". El profesional de la información, v. 26, n. 5, pp. 785-793. https://doi.org/10.3145/epi.2017.sep.01

Canel, Marí­a-José; Sanders, Karen (2012). "Government communication: An emerging field in political communication research". In: Semetko, Holli A.; Scammell, Margaret (eds.). The SAGE handbook of political communication. London: SAGE, pp. 85-96. ISBN: 978 1 847874399 https://mariajosecanel.com/pdf/emergingfield.pdf

Carracedo, José-David (2002). "La vigilancia en las sociedades de la información ¿un panóptico electrónico?". Polí­tica y sociedad, v. 39, n. 2, pp. 437-456. https://revistas.ucm.es/index.php/POSO/article/view/POSO0202230437A

Casero-Ripollés, Andreu; Feenstra, Ramón A.; Tormey, Simón (2016). "Old and new media logics in an electoral campaign: The case of Podemos and the two-way street mediatization of politics". The international journal of press/politics, v. 21, n. 3, pp. 378-397. https://doi.org/10.1177/1940161216645340

Castells, Manuel (2009). Comunicación y poder. Madrid: Alianza. ISBN: 978 84 20684994

Castillo-Esparcia, Antonio; Guerra-Heredia, Sergio; Almansa-Martí­nez, Ana (2017). "Political communication and think-tanks in Spain. Strategies with the media". El profesional de la información, v. 26, n. 4, pp. 706-713. https://doi.org/10.3145/epi.2017.jul.14

Castillo-Esparcia, Antonio; Smolak-Lozano, Emilia; Fernández-Souto, Ana-Belén (2017). "Lobby y comunicación en España. Análisis de su presencia en los diarios de referencia". Revista latina de comunicación social, n. 72, pp. 783-802. http://www.revistalatinacs.org/072paper/1192/RLCS-paper1192.pdf

Chadwick, Andrew (2006). Internet politics: States, citizens and new communication technologies. Oxford: Oxford University Press. ISBN: 978 0 195177732

Chadwick, Andrew (2013). The hybrid media system: Politics and power. Oxford: Oxford University Press. ISBN: 0199759480

Congosto, Marí­a-Luisa (2015). "Elecciones europeas 2014: Viralidad de los mensajes en Twitter". Redes. Revista hispana para el análisis de redes sociales, v. 26, n. 1. https://doi.org/10.5565/rev/redes.529

Crépon, Sylvain; Dézé, Alexandre; Mayer, Nonna (2015). Les faux-semblants du Front National: Sociologie d´un parti politique. Paris: Presses de Sciences Po.

D´Adamo, Orlando; Garcí­a-Beaudox, Virginia (2016). "Comunicación polí­tica: narración de historias, construcción de relatos polí­ticos y persuasión". Comunicación y hombre, n. 12, pp. 23-39. http://www.redalyc.org/articulo.oa?id=129446703001

Duggan, Maeve (2015). Mobile messaging and social media 2015. Pew Research Centre. http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015

Eiroa, Matilde; Barranquero, Alejandro (2017). Metodologí­as de investigación en la comunicación y sus medios. Madrid: Editorial Sí­ntesis. ISBN: 978 84 91715757

Elí­as, Carlos (2015). El selfie de Galileo. Software social, polí­tico e intelectual del siglo XXI. Barcelona: Ediciones Pení­nsula. ISBN: 978 84 99424248

Enli, Gunn S.; Skogerbí¸, Eli (2013). "Personalized campaigns in party-centred politics: Twitter and Facebook as arenas for political communication". Information, communication & society, v. 16, n. 5, pp. 757-774. https://doi.org/10.1080/1369118X.2013.782330

Eom, Young-Ho; Puliga, Michelangelo; Smailović, Jasmina; MozetiÄ, Igor; Caldarelli, Guido (2015). "Twitter-based analysis of the dynamics of collective attention to political parties". Plos one, v. 10, n. 7. https://doi.org/10.1371/journal.pone.0131184

Fernández-Vázquez, Guillermo (2019). ¿Qué hacer con la extrema derecha en Europa? El caso del Frente Nacional. Madrid: Lengua de Trapo. ISBN: 978 84 8381 238 9

Fielding, Nigel G.; Lee, Raymond M.; Blank, Grant (eds.) (2008). The handbook of online research methods. London: SAGE. ISBN: 978 1 473918788

Gainous, Janson; Wagner, Kevin M. (2014). Tweeting to power: The social media revolution in American politics. Oxford University Press. ISBN: 978 0 199965076 https://doi.org/10.1093/acprof:oso/9780199965076.001.0001

Galeano, Susana (2019). "Cuáles son las redes sociales con más usuarios del mundo (2019)". Marketing for ecommerce. https://bit.ly/2Py5dAt

Garcí­a-Orosa, Berta (2009). Gabinetes de comunicación online: claves para generar información corporativa. Sevilla: Comunicación Social. ISBN: 978 84 96082 78 6

Garcí­a-Orosa, Berta; Vázquez-Sande, Pablo; López-Garcí­a, Xosé (2017). "Narrativas digitales de los principales partidos polí­ticos de España, Francia, Portugal y Estados Unidos". El profesional de la información, v. 26, n. 4, pp. 589-600. https://doi.org/10.3145/epi.2017.jul.03

Giglietto, Fabio; Selva, Donatella (2014). "Second screen and participation: A content analysis on a full season dataset of tweets". Journal of communication, v. 64, n. 2, pp. 260-277

Golbeck, Jennifer; Grimes, Justin M.; Rogers, Anthony (2010). "Twitter use by the U.S. Congress". Journal of the American Society for Information Science and Technology, v. 61, n. 8, pp. 1612-1621. https://doi.org/10.1002/asi.21344

Graham, Todd; Jackson, Dan; Broersma, Marcel (2016). "New platform, old habits? Candidates´ use of Twitter during the 2010 British and Dutch general elections campaigns". New media and society, v. 18, n. 5, pp. 765-783. https://doi.org/10.1177/1461444814546728

Grunig, Larissa A.; Grunig, James E.; Dozier, David M. (2003). Excellent public relations and effective organizations: A study of communication management in three countries. New York: Routledge. ISBN: 978 0 805818185 https://bit.ly/2W5IKMW

Guerrero-Pico, Mar; Scolari, Carlos A. (2016). "Narrativas transmedia y contenidos generados por los usuarios: el caso de los cross-overs". Cuadernos.info, n. 8, pp. 183-200. https://doi.org/10.7764/cdi.38.760

Gutiérrez-Rubí­, Antoni (2014). Tecnopolí­tica. Madrid: Bebookness. ISBN: 978 84 69718063 http://www.gutierrez-rubi.es/tecnopolitica

Habermas, Jí¼rgen (2017). "¿Qué nos costará esta vez a los alemanes?". El paí­s, 10 diciembre. https://elpais.com/elpais/2017/12/08/opinion/1512750567_704832.html

Hine, Christine (2004). Etnografí­a virtual. Barcelona: UOC. ISBN: 84 9788 019 6

Hine, Christine (2005). Virtual methods: Issues in social research on the Internet. Oxford: Berg Publishers. ISBN: 978 1 845200848

Jackson, Nigel; Lilleker, Darren (2011). "Microblogging, constituency service and impression management: UK MPs and the use of Twitter". The journal of legislative studies, v. 17, n. 1, pp. 86-105. https://doi.org/10.1080/13572334.2011.545181

Jivkova-Semova, Dimitrina; Requeijo-Rey, Paula; Padilla-Castillo, Graciela (2017). "Usos y tendencias de Twitter en la campaña a elecciones generales españolas del 20D de 2015: hashtags que fueron trending topic". El profesional de la información, v. 26, n. 5, pp. 824-837. https://doi.org/10.3145/epi.2017.sep.05

Jones, Steve (1998). Doing internet research. Critical issues and methods for examining the net. London: SAGE. ISBN: 978 0 761915959

Jungherr, Andreas (2014). Twitter in politics: a comprehensive literature review. https://ssrn.com/abstract=2402443

Jungherr, Andreas; Schoen, Harald; Jí¼rgens, Pascal (2015). "The mediation of politics through Twitter: An analysis of messages posted during the campaign for the German federal election 2013". Journal of computer-mediated communication, v. 21, n. 1, pp. 50-68. https://doi.org/10.1111/jcc4.12143

Kozinets, Robert (2010). Netnography: Doing ethnographic research online. London: SAGE. ISBN: 978 1 848606456

Kreiss, Daniel (2016). "Seizing the moment: The presidential campaign´s use of Twitter during the 2012 electoral cycle". New media & society, v. 18, n. 8, pp. 1473-1490. https://doi.org/10.1177/1461444814562445

Larrondo-Ureta, Ainara (2016). "Comunicación organizacional ante el reto de la estrategia multiplataforma y 2.0: la experiencia de los partidos polí­ticos en el Paí­s Vasco". El profesional de la información, v. 25, n. 1, pp. 114-123. https://doi.org/10.3145/epi.2016.ene.11

Larsson, Anders-Olof (2015). "The EU Parliament on Twitter - Assessing the permanent online practices of parliamentarians". Journal of information technology & politics, v. 12, n. 2, pp. 149-166. https://doi.org/10.1080/19331681.2014.994158

Larsson, Anders; Kalsnes, Bente (2014). ""˜Of course we are on Facebook´: Use and non-use of social media among Swedish and Norwegian politicians". European journal of communication, v. 29, n. 6, pp. 653-667. https://doi.org/10.1177/0267323114531383

Lévy, Pierre (2004). Ciberdemocracia. Ensayo sobre filosofí­a polí­tica. Barcelona: Editorial UOC. ISBN: 978 84 97881333

López-Meri, Amparo; Marcos-Garcí­a, Silvia; Casero-Ripollés, Andreu (2017). "What do politicians do on Twitter? Functions and communication strategies in the Spanish electoral campaign of 2016". El profesional de la información, v. 26, n. 5, pp. 795-804. https://doi.org/10.3145/epi.2017.sep.02

Maarek, Philippe J. (2011). Campaign communication and political marketing. New York: John Wiley & Sons. ISBN: 978 1 444 33235 3

Maarek, Philippe J. (2014). "Politics 2.0: New forms of digital political marketing and political communication". Trí­podos, n. 34, pp. 13-22. http://www.tripodos.com/index.php/Facultat_Comunicacio_Blanquerna/article/view/163

Marcos-Garcí­a, Silvia (2018). Las redes sociales como herramienta de la comunicación polí­tica. Usos polí­ticos y ciudadanos de Twitter e Instagram. Tesis doctoral, Universitat Jaume I. https://www.tdx.cat/handle/10803/662817

Mazzoleni, Gianpietro (2001). "La revolución simbólica de Internet". Cuadernos de información y comunicación, n. 6, pp. 33-39. https://revistas.ucm.es/index.php/CIYC/article/view/CIYC0101110033A

Mosca, Lorenzo; Vaccari, Cristian (2011). Nuovi media, nuova polí­tica. Partecipazione e mobilitazione da MoveOn al Movimento 5 Stelle. Milan: Franco Angeli. ISBN: 978 8856840315

Papagianneas, Stavros (2017). Rebranding Europe. Fundamentals for leadership communication. Brussels: ASP editions. ISBN: 978 9057186202

Parmelee, John H.; Bichard, Shanoon L. (2012). Politics and the Twitter revolution. How tweets influence the relationship between political leaders and the public. Lanham, MD. Lexington Books. ISBN: 0739165011

Peñafiel, Carmen (2016). "Reinvención del periodismo en el ecosistema digital y narrativas transmedia". AdComunica, n. 12, pp. 163-183. http://repositori.uji.es/xmlui/handle/10234/167719

Quan-Haase, Anabel; Sloan, Luke (2016). "Introduction to the Handbook of social media research methods: Goals, Challenges and Innovations". In: Sloan, Luke; Quan-Haase, Anabel. The SAGE hankbook of social media research methods. Londres. SAGE. ISBN: 978 1 473916326 https://doi.org/10.4135/9781473983847.n1

Rodrí­guez-Andrés, Roberto; Ureña-Uceda, Daniel (2011). "Diez razones para el uso de Twitter como herramienta de comunicación polí­tica y electoral". Comunicación y pluralismo, v. 10, pp. 89-115. https://core.ac.uk/download/pdf/50605323.pdf

Salaverrí­a, Ramón (2015). "Los labs como fórmula de innovación en los medios". El profesional de la información, v. 24, n. 4, pp. 397-404. https://doi.org/10.3145/epi.2015.jul.06

Sanjuán-Santonja, Mar (2015). "Nuevas formaciones polí­ticas crecidas en Internet y su entrada en las elecciones europeas 2014: el caso de Movimiento RED, Podemos, Recortes Cero y Partido X". Dí­gitos, v. 1, pp. 71-90. https://revistadigitos.com/index.php/digitos/article/view/4

Scherpereel, John A.; Wohlgemuth, Jerry; Schmelzinger, Margaret (2016). "The adoption and use of Twitter as a re-presentational tool among members of the European Parliament". European politics and society, v. 18, n. 2, pp. 111-127. https://doi.org/10.1080/23745118.2016.1151125

Schoeneborn, Dennis (2011). "Organization as communication: A Luhmmanian perspective". Management organization quarterly, v. 25, n. 4, pp. 663-689. https://doi.org/10.1177/0893318911405622

Scolari, Carlos A.; Fernández-de-Azcárate, Sara; Garí­n, Manuel; Guerrero, Mar; Jiménez, Manel; Martos, Aitor; Obradors, Matilde; Oliva, Mercè; Pérez, í“liver; Pujadas, Eva (2012). "Narrativas transmediáticas, convergencia audiovisual y nuevas estrategias de comunicación". Quaderns del CAC, v. 15, n. 1, pp. 79-89. https://www.cac.cat/sites/default/files/2019-01/Q38_scolari_et_al_ES.pdf

Serrano-Cobos, Jorge (2016). "Tendencias tecnológicas en internet: hacia un cambio de paradigma". El profesional de la información, v. 25, n. 6, pp. 843-850. https://doi.org/10.3145/epi.2016.nov.01

Spitulnik-Vidali, Debra; Peterson, Mark (2012). "Ethnography as theory and method in the study of political communication". In: Semetko, Holli A.; Scammell, Margaret (eds.). The SAGE handbook of political communication. London: SAGE, pp. 264-275. ISBN: 978 1 847874399

Steward, Bonnie (2017). "Twitter as method: Using Twitter as a tool to conduct research". In: Sloan, Luke; Quan-Haase, Anabel. The SAGE hankbook of social media research methods. Londres. SAGE. ISBN: 978 1 473916326 https://doi.org/10.4135/9781473983847.n16

Stromer-Galley, Jennifer (2014). Presidential campaigning in the Internet age. Oxford: Oxford University Press. ISBN: 978 0 199731947

Túñez-López, Miguel (2012). La gestión de la comunicación en las organizaciones. Sevilla: Comunicación Social Ediciones y Publicaciones. ISBN: 978 84 92860 93 7

Tuñón-Navarro, Jorge (2017). Comunicación internacional. Información y desinformación global en el siglo XXI. Madrid: Fragua. ISBN: 978 84 70747472

Tuñón-Navarro, Jorge; Bouza-Garcí­a, Luis; Carral, Uxí­a (2019). Comunicación Europea ¿A quién doy like para hablar con Europa? Madrid: Dykinson. ISBN: 978 84 9148 977 1

Tuñón-Navarro, Jorge; Carral, Uxí­a (2019). "Twitter como solución a la comunicación europea. Análisis comparado en Alemania, Reino Unido y España". Revista latina de comunicación social, v. 74, pp. 1219-1234. https://doi.org/10.4185/RLCS-2019-1380

Tuñón-Navarro, Jorge; Catalán-Matamoros, Daniel (2020). "Comparación de las estrategias de campaña online para albergar la Agencia Europea de Medicamentos". El profesional de la información, v. 29, n. 2, e290225. https://doi.org/10.3145/epi.2020.mar.25

Vergeer, Maurice; Hermans, Liesbeth (2013). "Campaigning on Twitter: Microblogging and online social networking as campaign tools in the 2010 general elections in the Netherlands". Journal of computer-mediated communication, v. 18, n. 4, pp. 399-419. https://doi.org/10.1111/jcc4.12023

Veerger, Maurice; Hermans, Liesbeth; Sams, Stevens (2013). "Online social networks and micro-blogging in political campaigning: The exploration of a new campaign tool and a new campaign style". Party politics, v. 19, n. 3, pp. 477-501. https://doi.org/10.1080/1354068811407580

Published

2020-11-21

How to Cite

Carral, U., & Tuñón-Navarro, J. (2020). Organizational communication strategies on social networks: analysis of the French far-right´s electoral campaigns on Twitter. Profesional De La información, 29(6). https://doi.org/10.3145/epi.2020.nov.08

Issue

Section

Non research articles