Quantitative and cualitative analysis of Spanish State audience on Facebook and Twitter
DOI:
https://doi.org/10.3145/epi.2019.sep.19Keywords:
Social networks, Social media, Public administration, Government, Governance, Audience capital, Power structure, Audience, Political communication, Facebook, Twitter, Spain, Quantitative analysis, Interviews, Focus groups.Abstract
The study tries to answer on three questions: how many citizens does the State access through the social media available to the set of entities of Central State Administration? What are the dominant strategies used by these entities in order to get the largest number of followers? How are the relationships with these entities through social media perceived by citizens? Questions that start from the hypothesis that the extension of social media audience of State is as relevant as that available to other large media corporations in our country, despite its recent implementation in many of its agencies. Secondly, this extension is very unequal and this depends on each entity communication policy strategy. As a third hypothesis, the extension of the accumulated audience is conditioned by the relationship and representation that society has of the different organisms. It is designed a quadruple methodology: 1) quantitative, 2) content analysis of the messages with more echo, 3) qualitative interviews to managers of institutional social media, and 4) discussion groups. One of the relevant results is the communication personalization effort in order to obtain a deeper link with citizen-receivers, replacing the traditional formal-burocratic language.
Downloads
References
Agudo-Arroyo, Yolanda; Callejo-Gallego, Javier (2019). "Una Aproximación integral a la presencia de las administraciones públicas en redes sociales". Icono 14, v. 17, n. 2, pp. 205-230.
https://doi.org/10.7195/ri14.v17i2.1237
Anduiza, Eva; Cantijoch, Marta; Colombo, Clelia; Gallego, Aina; Salcedo, Jorge (2010). "Los usos políticos de internet en España". Revista española de investigaciones sociológicas, v. 129, pp. 133-146. http://ih-vmcisreis.c.mad.interhost.com/REIS/PDF/REIS_129_051262609304456.pdf
Austin, Robert D.; Upton; David M. (2016). "Leading in the age of super-transparency". MIT Sloan management review, v. 57, n. 2, pp. 25-34. https://sloanreview.mit.edu/article/leading-in-the-age-of-super-transparency
Aznar, Hugo; Pérez-Llavador, Jordi (eds.) (2014). De la democracia de masas a la democracia deliberativa. Barcelona: Ariel. ISBN: 978 84 344 1865 3
Baumgartner, Jody C.; Towner, Terri L. (eds.) (2017). The internet and the 2016 presidential campaign. Lanham: Lexington Books. ISBN: 978 1 498542968
Bekkers, Victor; Edwards, Arthur; De-Kool, Dennis (2013). "Social media monitoring: Responsive governance in the shadow of surveillance?". Government information quarterly, v. 30, n. 4, pp. 335-342. https://doi.org/10.1016/j.giq.2013.05.024
Bernstein, Michael S.; Bakshy, Eytan; Burke, Moira; Karrer, Brian (2013). "Quantifying the invisible audience in social networks". In: Proceedings of the SIGCHI Conference on human factors in computing systems, pp. 21-30. ISBN: 978 1 4503 1899 0 https://doi.org/10.1145/2470654.2470658
Bourdieu, Pierre (2012). La distinción. Criterio y bases sociales del gusto. Madrid: Taurus. ISBN: 978 84 30609116
Callejo-Gallego, Javier (2004). "Lecciones de marzo". Separata de Revista Barataria: III Premio Fermín Caballero de la Asociación Castellano-Manchega de Sociología, pp. 51-70.
Callejo-Gallego, Javier; Gutiérrez, Jesús (2016). "Social networks: Dialogic artefacts". International journal of society systems science, v. 8, n. 2, pp. 99-113. https://doi.org/10.1504/IJSSS.2016.077003
Callejo-Gallego, Javier; Viedma, Antonio (2006). Proyectos y estrategias de investigación social: la perspectiva de la intervención. Madrid: McGraw-Hill. ISBN: 84 481 4613 1
Herrero-Curiel, Eva (2014). Del 11M al 15M: periodistas y redes sociales en España. Barcelona: UOC. ISBN: 978 84 90642269
Foucault, Michel (2012). Nacimiento de la biopolítica: curso del Collège de France (1978-1979). Madrid: Akal.
Gandía, Juan-Luis; Marrahí, Lucía; Huguet, David (2016). "Digital transparency and web 2.0 in Spanish city councils". Government information quarterly, v. 33, n. 1, pp. 28-39. https://doi.org/10.1016/j.giq.2015.12.004
García-Ortega, Carmela; Zugasti-Azagra, Ricardo (2018). "Gestión de la campaña de las elecciones generales de 2016 en las cuentas de Twitter de los candidatos: entre la autorreferencialidad y la hibridación mediática". El profesional de la información, v. 27, n. 6, pp. 1215-1224. https://doi.org/10.3145/epi.2018.nov.05
García-Perdomo, Víctor; Salaverría, Ramón; Kilgo, Danielle K.; Harlow, Summer (2017). "To share or not to share. The influence of news values and topics on popular social media content in the United States, Brazil, and Argentina". Journalism studies, v. 19, n. 8, pp. 1180-1201. https://doi.org/10.1080/1461670X.2016.1265896
Gil de Zúñiga, Homero; Veenstra, Aaron; Vraga, Emily; Shah, Dhavan (2010). "Digital democracy: Re-imagining pathways to political participation". Journal of information, technology & politics, v. 7, n. 1, pp. 36-51. https://doi.org/10.1080/19331680903316742
Hansen, Lars-Kai; Arvidsson, Adam; Nielsen, Finn-Aarup; Colleoni, Eleanor; Etter, Michael (2011). "Good friends, bad news-affect and virality in Twitter". In: Future information technology: The 2011 International workshop on social computing, network, and services (SocialComNet 2011), pp. 34-43. ISBN: 978 3 642 22308 2 https://doi.org/10.1007/978-3-642-22309-9_5
Harfoush, Rahaf (2009). Yes we did. An inside look at how social media built the Obama brand. Berkeley: New Riders. ISBN: 978 0 321631534
Hellman, Joel; Kaufmann, David (2001). "Confronting the challenge of state capture in transition economies". Finance & development, v. 38, n. 3. http://www.imf.org/external/pubs/ft/fandd/2001/09/hellman.htm
Hopp, Toby; Santana, Arthur; Barker, Valerie (2018). "Who finds value in news comment communities? An analysis of the influence of individual user. Perceived news site quality, and site type factors". Telematics and informatics, v. 35, n. 5, pp. 1237-1248. https://doi.org/10.1016/j.tele.2018.02.006
Hopp, Toby; Vargo, Chris J. (2017). "Does negative campaign advertising stimulate uncivil communication on social media? Measuring audience response using big data". Computers in human behavior, v. 68, pp. 368-377. https://doi.org/10.1016/j.chb.2016.11.034
Johnson, Thomas J.; Perlmutter, David D. (2013). New media, campaigning and the 2008 Facebook election. Londres: Routledge. ISBN: 978 0 415754682
Kí¼mpel, Anna-Sophie; Karnowski, Veronika; Keyling, Till (2015). "News sharing in social media: A review of current research on news sharing users, content, and networks. Social media + society, v. 1, n. 2. https://doi.org/10.1177/2056305115610141
Libert, Barry D.; Faulk, Rick (2009). Obama Inc. El éxito de una campaña de marketing. Madrid: Prentice Hall/Financial Times. ISBN: 978 84 83226025
López-García, Guillermo (2014). "Del 11M al 15M: Nuevas tecnologías y movilización social en España". En: Aznar, Hugo; Pérez-Llavador, Jordi (eds.). De la democracia de masas a la democracia deliberativa. Barcelona: Ariel, pp. 183-199. ISBN: 978 84 34418653
Luhmann, Niklas (2000). La realidad de los medios de masas. Barcelona: Anthropos. ISBN: 978 84 76588079
Marx, Karl (1979). El capital. Tomo I, volumen 2. Madrid: Siglo XXI. ISBN: 84 323 0194 9
McKay, Lauren (2008). "CRM´s a social animal: As enterprise social computing takes off-and employees clamor for more-CRM providers scramble to connect, as well". CRM magazine, v. 12, n. 7, pp. 14-15.
Mitchell, Anny; Page, Dana (2014). State of the news media. Pew Research Center. https://www.pewresearch.org/topics/state-of-the-news-media
Navarro-Maillo, Fátima (2013). "The informative purposes of social media updates shared by cybermedia with different media matrix. Analysis of ABC.es, RTVE.es, CadenaSER.com and Lainformacion.com". Comunicación y sociedad, v. 26, n. 4, pp. 77-101. http://dadun.unav.edu/handle/10171/35563
Nightingale, Virginia (1996). Studying audiences. The shock of the real. London, New York: Routledge. ISBN: 978 0 415143981
Nightingale, Virginia (2007). "New media worlds? Challenges for convergence". In: Nightingale, Virginia; Dwyer, Tim (eds.). New media worlds. Challenges for convergence. Melbourne: Oxford University Press, pp. 19-36. ISBN: 978 0 195558364
Nightingale, Virginia (2011). "Search and social media". In: Nightingale, Virginia. The handbook of media audience. Oxford: Wiley-Blackwell, pp. 86-109. ISBN: 978 1 405 18418 2
Parmelee, John H.; Bichard, Shannon L. (2012). Politics and the Twitter revolution: How tweets influence the relationship between political leaders and the public. Lahnam: Lexington Books. ISBN: 978 0 739165010
Pérez-Latre, Francisco-Javier; Portilla, Idoia; Sánchez-Blanco, Cristina (2011). "Social networks, media and audiences: A literature review". Comunicación y sociedad, v. 24, n. 1, pp. 61-74. https://www.unav.edu/publicaciones/revistas/index.php/communication-and-society/article/view/36221
Pintado-Pérez, Francisco-Javier; Paniagua-Rojano, Francisco-Javier (2018). "La transparencia en los gobiernos y los partidos políticos: aproximación y consenso en el caso de España". Adcomunica, n. 16, pp. 111-134. https://doi.org/10.6035/2174-0992.2018.16.7
Plouffe, David (2010). The audacity to win: The inside story and lessons of Barak Obama´s historic victory. New York: Viking.
Rudat, Anja; Buder, Jí¼rgen (2015). "Making retweeting social: The influence of content and context information on sharing news in Twitter". Computers in human behavior, v. 46, pp. 75-84. https://doi.org/10.1016/j.chb.2015.01.005
Rudat, Anja; Buder, Jí¼rgen; Hesse, Friedrich W. (2014). "Audience design in Twitter: Retweeting behavior between informational value and followers´ interests". Computers in human behavior, v. 35, pp. 132-139. https://doi.org/10.1016/j.chb.2014.03.006
Schutz, Alfred (1974). El problema de la realidad social. Buenos Aires: Amorrortu.
Shanon, Claude E.; Weaver, Warren (1964). Mathematical theory of communication. Urbana: The University of Illinois Press.
Smythe, Dallas W. (1983). "Las comunicaciones: "˜agujero negro´ del marxismo occidental". En: Richeri, Giuseppe (ed.). La televisión: entre servicio público y negocio. Barcelona: Gustavo Gili, pp. 71-103. ISBN: 968 6085 72 6
Sunstein, Cass (2017). #Republic: Divided democracy in the age of social media. Princeton: Princeton University Press. ISBN: 978 0 691175515
Trottier, Daniel (2012). Social media as surveillance. Farngam: Ashgat. ISBN: 978 1 409438892
Unsworth, Kristine; Townes, Adam (2012). "Transparency, participation, cooperation: a case study evaluating Twitter as a social media interaction in the US". In: 13th Annual intl conf on digital government research, pp. 90-96. ISBN: 978 1 4503 1403 9 https://doi.org/10.1145/2307729.2307745
Weber, Max (1966). Economía y sociedad. México: Fondo de Cultura Económica.
Webster, C. William R. (2012): "Public administration as surveillance". In: Ball, Kirstie; Haggerty, Kevin D.; Lyon, David (eds.): Routledge handbook of surveillance studies. London, New York: Routledge, pp. 313-320.
Webster, Frank (2014). Theories of the information society. London, New York: Routledge (4th ed.). ISBN: 978 0 415718790
Downloads
Additional Files
Published
How to Cite
Issue
Section
License
Dissemination conditions of the articles once they are published
Authors can freely disseminate their articles on websites, social networks and repositories
However, the following conditions must be respected:
- Only the editorial version should be made public. Please do not publish preprints, postprints or proofs.
- Along with this copy, a specific mention of the publication in which the text has appeared must be included, also adding a clickable link to the URL: http://www.profesionaldelainformacion.com
- Only the final editorial version should be made public. Please do not publish preprints, postprints or proofs.
- Along with that copy, a specific mention of the publication in which the text has appeared must be included, also adding a clickable link to the URL: http://revista.profesionaldelainformacion.com
Profesional de la información journal offers the articles in open access with a Creative Commons BY license.
