Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | spa |
Título da fonte: | Opinião Pública (Online) |
Texto Completo: | https://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8663868 |
Resumo: | The research presented in this article analyzes the strategies of the political announcements published on Twitter by the candidates for the second round of presidential election in Colombia, in the year 2018. The purpose and focus of the message of 425 posts was identified and a negative binomial regression model was applied to establish the effects of these elements on the participation of users on Twitter measured by likes, comments and retweets. There were two relevant findings: a) aggressive political advertising – when candidates attack, or defend against an opponent – increases the participation of users on Twitter; b) Messages with personal themes of the candidate have greater social support than publications that address political proposals. |
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Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018Publicidad política y su incidencia en la participación de usuarios en redes sociales: elecciones presidenciales de Colombia, 2018Publicidade política e seu impacto na participação de usuários nas redes sociais: eleições presidenciais da Colômbia 2018Publicidade políticaTwitterEmoçõesPublicidad políticaTwitterEmocionesPolitical advertisingTwitterEmotionsThe research presented in this article analyzes the strategies of the political announcements published on Twitter by the candidates for the second round of presidential election in Colombia, in the year 2018. The purpose and focus of the message of 425 posts was identified and a negative binomial regression model was applied to establish the effects of these elements on the participation of users on Twitter measured by likes, comments and retweets. There were two relevant findings: a) aggressive political advertising – when candidates attack, or defend against an opponent – increases the participation of users on Twitter; b) Messages with personal themes of the candidate have greater social support than publications that address political proposals.La investigación presentada en este artículo analiza las estrategias de los anuncios políticos publicados en Twitter por los candidatos a la segunda vuelta de la elección presidencial de Colombia, en el año 2018. Se identificó el propósito y el enfoque del mensaje de 425 posts y se aplicó un modelo de regresión binomial negativa, para establecer los efectos de estos elementos sobre la participación de los usuarios en Twitter medida por likes, comentarios y retweets. Hubo dos hallazgos relevantes: a) la publicidad política agresiva – cuando los candidatos atacan, o se defienden de un oponente – aumenta la participación de los usuarios en Twitter; b) los mensajes con temas personales del candidato tienen mayor respaldo social que las publicaciones que abordan propuestas políticas. A pesquisa apresentada neste artigo analisa as estratégias dos anúncios políticos publicados no Twitter pelos candidatos para o segundo turno da eleição presidencial da Colômbia, em 2018. Foram identificados o propósito e o enfoque da mensagem de 425 posts e foi aplicado um modelo de regressão binomial negativo, para estabelecer os efeitos desses elementos na participação dos usuários no Twitter, medidos por número de curtidas, comentários e retweets. Houve duas descobertas relevantes: a) a publicidade política agressiva – quando os candidatos atacam ou se defendem contra um adversário – aumenta a participação do usuário no Twitter; b) as mensagens com questões pessoais do candidato têm maior apoio social do que publicações que abordam propostas políticas.Universidade Estadual de Campinas2021-01-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionTextoTextoinfo:eu-repo/semantics/otherapplication/pdfhttps://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8663868Opinião Pública; Vol. 26 No. 3 (2020): set./dez.; 475-493Opinião Pública; Vol. 26 Núm. 3 (2020): set./dez.; 475-493Opinião Pública; v. 26 n. 3 (2020): set./dez.; 475-4931807-0191reponame:Opinião Pública (Online)instname:Universidade Estadual de Campinas (UNICAMP)instacron:UNICAMPspahttps://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8663868/25816Colombia; 2018Colombia; 2018Colômbia; 2018Copyright (c) 2020 Oplinião Públicahttps://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessOsorio Andrade, Carlos Fernando Arango Espinal, Edwin Hector Augusto Rodriguez Orejuela2021-01-08T11:19:05Zoai:ojs.periodicos.sbu.unicamp.br:article/8663868Revistahttps://periodicos.sbu.unicamp.br/ojs/index.php/opPUBhttps://periodicos.sbu.unicamp.br/ojs/index.php/op/oaicesop@unicamp.br||racael@unicamp.br || rop@unicamp.br1807-01910104-6276opendoar:2021-01-08T11:19:05Opinião Pública (Online) - Universidade Estadual de Campinas (UNICAMP)false |
dc.title.none.fl_str_mv |
Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018 Publicidad política y su incidencia en la participación de usuarios en redes sociales: elecciones presidenciales de Colombia, 2018 Publicidade política e seu impacto na participação de usuários nas redes sociais: eleições presidenciais da Colômbia 2018 |
title |
Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018 |
spellingShingle |
Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018 Osorio Andrade, Carlos Fernando Publicidade política Emoções Publicidad política Emociones Political advertising Emotions |
title_short |
Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018 |
title_full |
Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018 |
title_fullStr |
Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018 |
title_full_unstemmed |
Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018 |
title_sort |
Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018 |
author |
Osorio Andrade, Carlos Fernando |
author_facet |
Osorio Andrade, Carlos Fernando Arango Espinal, Edwin Hector Augusto Rodriguez Orejuela |
author_role |
author |
author2 |
Arango Espinal, Edwin Hector Augusto Rodriguez Orejuela |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Osorio Andrade, Carlos Fernando Arango Espinal, Edwin Hector Augusto Rodriguez Orejuela |
dc.subject.por.fl_str_mv |
Publicidade política Emoções Publicidad política Emociones Political advertising Emotions |
topic |
Publicidade política Emoções Publicidad política Emociones Political advertising Emotions |
description |
The research presented in this article analyzes the strategies of the political announcements published on Twitter by the candidates for the second round of presidential election in Colombia, in the year 2018. The purpose and focus of the message of 425 posts was identified and a negative binomial regression model was applied to establish the effects of these elements on the participation of users on Twitter measured by likes, comments and retweets. There were two relevant findings: a) aggressive political advertising – when candidates attack, or defend against an opponent – increases the participation of users on Twitter; b) Messages with personal themes of the candidate have greater social support than publications that address political proposals. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-01-08 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Texto Texto info:eu-repo/semantics/other |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8663868 |
url |
https://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8663868 |
dc.language.iso.fl_str_mv |
spa |
language |
spa |
dc.relation.none.fl_str_mv |
https://periodicos.sbu.unicamp.br/ojs/index.php/op/article/view/8663868/25816 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Oplinião Pública https://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Oplinião Pública https://creativecommons.org/licenses/by/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.coverage.none.fl_str_mv |
Colombia; 2018 Colombia; 2018 Colômbia; 2018 |
dc.publisher.none.fl_str_mv |
Universidade Estadual de Campinas |
publisher.none.fl_str_mv |
Universidade Estadual de Campinas |
dc.source.none.fl_str_mv |
Opinião Pública; Vol. 26 No. 3 (2020): set./dez.; 475-493 Opinião Pública; Vol. 26 Núm. 3 (2020): set./dez.; 475-493 Opinião Pública; v. 26 n. 3 (2020): set./dez.; 475-493 1807-0191 reponame:Opinião Pública (Online) instname:Universidade Estadual de Campinas (UNICAMP) instacron:UNICAMP |
instname_str |
Universidade Estadual de Campinas (UNICAMP) |
instacron_str |
UNICAMP |
institution |
UNICAMP |
reponame_str |
Opinião Pública (Online) |
collection |
Opinião Pública (Online) |
repository.name.fl_str_mv |
Opinião Pública (Online) - Universidade Estadual de Campinas (UNICAMP) |
repository.mail.fl_str_mv |
cesop@unicamp.br||racael@unicamp.br || rop@unicamp.br |
_version_ |
1800217018141507584 |