Open AccessEleições autárquicas 2.0: análise das estratégias de comunicação online de candidatos, partidos e movimentos independentes
Author(s) -
Susana Santos,
Carlota Pina Bicho
Publication year - 2016
Publication title -
sociologia
Language(s) - English
Resource type - Journals
eISSN - 2182-7907
pISSN - 0873-6529
DOI - 10.7458/spp2016813893
Subject(s) - interactivity , political communication , politics , political science , social media , sociology , humanities , media studies , computer science , multimedia , law , art
The social networks are an indispensable tool for political communication during election campaigns. This article seeks to contribute to the theoretical on whether online campaigns are helping change the paradigm for communication between candidates and voters, or whether on the contrary they are reproducing the styles and formats put forward by the mass media. The study begins by analysing the content of the Facebook pages of political parties and independent movements regarding the September 2013 local elections. The authors then present an exploratory model that seeks to explain the variations in interactivity from one page to another.