How Politicians Communicate in Social Media: A Cross-Platform Study

L. S. Oliveira, Wesley Costa, Pedro O. S. Vaz de Melo, Fabrício Benevenuto
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引用次数: 2

Abstract

With the advent of social media, politicians have access to a new way of communicating with their constituents. It made it possible for politicians without television time, considered essential for a campaign, to expose their ideas and reach a large part of the electorate. As it is a relatively recent phenomenon, researchers from different areas of knowledge have found fertile ground to carry out their research. However, most studies focus on analyzing politicians’ communication on only one social media. In this work, we performed a cross-platform analysis of the communication of Brazilian politicians on Facebook, Instagram, and Twitter. We quantified the posts of these politicians, how much they replicate content and the level of engagement on each of the three social networks. In addition, we grouped and characterized the profiles and communication strategies used by these politicians. As a result, we observed that the majority post on the three social networks, there is diversity in the strategic choice of the main media and there are many politicians who only replicate content on the three networks. However, some post a lot of messages and adapt the content for each network, which suggests management by communication professionals on social media. We also verified that there are several communication profiles, from comical to controversial, with the eclectic profile prevailing, which diversifies the style of the posts.
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政治家如何在社交媒体上沟通:一个跨平台的研究
随着社交媒体的出现,政客们有了一种与选民沟通的新方式。这使得没有电视时间的政客们有可能展示他们的想法,并接触到大部分选民,而电视时间被认为是竞选必不可少的。由于这是一个相对较新的现象,来自不同知识领域的研究人员都找到了开展研究的沃土。然而,大多数研究只关注于分析政治家在一种社交媒体上的沟通。在这项工作中,我们对巴西政客在Facebook、Instagram和Twitter上的交流进行了跨平台分析。我们量化了这些政客的帖子,他们复制了多少内容,以及他们在这三个社交网络上的参与度。此外,我们对这些政治家的个人资料和沟通策略进行了分组和描述。因此,我们观察到大多数人在三个社交网络上发帖,主要媒体的战略选择存在多样性,并且有许多政治家只在三个社交网络上复制内容。然而,一些人发布了大量的消息,并根据每个网络调整内容,这表明社交媒体上的传播专业人士进行管理。我们还证实,有几种传播概况,从滑稽的到有争议的,以折衷的概况为主,这使得帖子的风格多样化。
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