Political advertising and its impact on the participation of users in social networks: presidential elections of Colombia 2018

Detalhes bibliográficos
Autor(a) principal: Osorio Andrade, Carlos Fernando
Data de Publicação: 2021
Outros Autores: Arango Espinal, Edwin, Hector Augusto Rodriguez Orejuela
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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spelling 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
Twitter
Emoções
Publicidad política
Twitter
Emociones
Political advertising
Twitter
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
Twitter
Emoções
Publicidad política
Twitter
Emociones
Political advertising
Twitter
Emotions
topic Publicidade política
Twitter
Emoções
Publicidad política
Twitter
Emociones
Political advertising
Twitter
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

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