Persuasion through Facebook of the four main candidates in the general election of 2016 in Spain
DOI:
https://doi.org/10.3145/epi.2017.sep.14Keywords:
Persuasion, Elections, Electoral campaigns, Social networks, Political communication, Facebook.Abstract
Persuasion is a communicative process in which the agent obtains the adhesion of the receiver and influences him/her; this process is particularly relevant in political communication during electoral periods. The persuasive techniques used on Facebook by the candidates of the main political parties (PP, PSOE, Podemos and, Ciudadanos) during the campaign for the general elections of June 2016 in Spain were analyzed. The research reveals that, of all the persuasive techniques envisaged by Roiz (1994), the most employed ones, by candidates to the presidency of the Government in Spain, were topic repetition, support in the preexisting attitudes, the adequacy of the subjects to specific publics, and exploitation of the psychic contagion.
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