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espanolInternet ha creado una compleja interaccion entre practicas comunicativas, difusion politica e infraestructura tecnologica. El creciente predominio de las grandes plataformas sociales (Facebook, Google, Twitter…) junto con el desarrollo de algoritmos opacos, no sujetos a evaluacion publica, esta reordenando los contrapesos de poder entre actores politicos y sociales a la hora de establecer las relaciones de definicion de la agenda publica. Se presentan los resultados de dos estudios empiricos longitudinales sobre dos campanas de comunicacion (n= 688.982 y n= 48.864 publicaciones unicas) del partido politico Podemos. Los resultados muestran el impacto de las diferentes metaforas objeto de estudio y los efectos de intermediacion de las grandes plataformas sociales en la conformacion de la agenda publica. EnglishThe internet creates a complex interplay between communicative practices, political influence, diffusion of ideas, and technological infrastructure. The growing dominance of large online platforms (Facebook, Google, Twitter…) and the development of opaque algorithms, not under public evaluation, are reordering the power relations between political and social actors that shapes and defines the public agenda. We present the results of two longitudinal empirical studies from two communication campaigns (n= 688,982 and n= 48,864 unique publications) of the Spanish political party Podemos. The results show the impact of two different guiding metaphors and the intermediary effects of large social platforms in shaping the public agenda.

Límites para la comunicación política desde las grandes plataformas sociales de Internet. Un caso de estudio de "la casta" a "la trama"