Regional political communication management in Spain: The scope and limits of strategic social media interaction.
In today's world and resulting above all from the impact of social media, strategic political communication management must take into account that, thanks to its specifications, the Internet has given rise to a special type of political communication. This paper enquires into the relationship betwee...
| Publicado en: | Atlantic Journal of Communication Vol. 34; no. 2; pp. 260 - 287 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Taylor & Francis Ltd
Apr-Jun2026
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=192698801&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 192698801 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 15456870 U8J jtl: Atlantic Journal of Communication issn: 15456870 maglogo: Y pubinfo: dt: Apr-Jun2026 vid: 34 iid: 2 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 192698801 10.1080/15456870.2025.2533226 ppf: 260 ppct: 27 formats: fmt: – @attributes: type: T – @attributes: type: P size: 614KB tig: atl: Regional political communication management in Spain: The scope and limits of strategic social media interaction. aug: au: Fernández Gómez, Jorge David Pineda, Antonio Hernández-Santaolalla, Víctor affil: Comunicación Audiovisual y Publicidad, Universidad de Sevilla, Seville, Spain su: Political communication Digital communications Interviewers Social interaction Political parties Strategic communication Content analysis Spain Andalusia (Spain) sug: subj: Spain Andalusia (Spain) Political communication Digital communications Interviewers Social interaction Political parties Strategic communication Content analysis ab: In today's world and resulting above all from the impact of social media, strategic political communication management must take into account that, thanks to its specifications, the Internet has given rise to a special type of political communication. This paper enquires into the relationship between political communication management and digital communication in a regional context (the autonomous community of Andalusia, in Spain), focusing particularly on the way in which managers and political advisers claim to use social networking sites to convey political strategies and messages, emphasizing interactivity. For this purpose, a mixed approach based on methodological triangulation was used, specifically content analysis as a quantitative technique, and interviews as a qualitative one. Thus, a content analysis was performed on all the messages posted on YouTube, Twitter, and Instagram during 2020 by those political parties with seats in the Andalusian parliament following the elections held on 2 December 2018. Pertaining to the in-depth interview as a qualitative data-gathering technique, the directors of communication and/or digital communication of the most relevant Andalusian parties were chosen: PSOE-A, PP-A, Cs-A, Adelante-A, Podemos-A, and IU-A. The results indicate that despite being enthusiastic about the potential of digital tools, practitioners knew that the online communication of regional leaders was not on par with the tools currently available. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Atlantic Journal of Communication is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Atlantic Journal of Communication holder: Taylor & Francis Ltd dt: @attributes: year: 2026 holdings: @attributes: islocal: N |
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