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espanolLas redes sociales han supuesto una revolucion para la comunicacion politica, posibilita a los partidos tener un canal de comunicacion masivo con capacidad de personalizar y crear una comunicacion directa con los ciudadanos. Este estudio analiza las publicaciones de los principales partidos politicos espanoles en Facebook durante la campana de las elecciones de 2015. Desde una perspectiva cuantitativa, comparamos la frecuencia de publicacion y el contenido de los mensajes a traves de un analisis computarizado. Los resultados senalan que existen diferencias entre partidos tradicionales y emergentes en la gestion de las paginas de Facebook. EnglishSocial media has revolutionized political communication. It offers political parties a mass communication channel that lets them customize and create direct communication with citizens. This study analyses the posts of the main Spanish political parties on their Facebook pages during the 2015 general elections campaign. We quantitatively analyse the parties’ frequency of publication on this social network and the content of their messages through a computerized content analysis. The results indicate that traditional and emergent parties manage their Facebook pages in distinct ways.

Communicative differences between emergent and traditional parties: An analysis of Facebook posts from Spain’s 2015 general election campaign