nueva comunicación política en emotion research lab

New political communication on social media

Social media are a reality that has come to stay. The use we make of them to communicate, transmit feelings and emotions is daily and constant. And of course the new political communication relies constantly on them to spread simple, sentimental and easy to understand messages.

Social networks are seen as new opportunities and spaces of interaction where to exchange emotions. In addition, according to the age group we occupy, these are very relevant spaces of socialization, knowledge and encounter.


Impressive data of the new communication policy


This new communicative current does not go unnoticed for a discipline like politics, which, like so many other sciences, has taken advantage of the pull and got into the car. Especially remarkable has been and the use that different groups make of them, sharing very simple and sensitive messages and information that appeal to emotions and feelings. Far from surprising us, this use of the communication policy that the media do, only continues with a linear line repeated throughout the history. The use and adaptation to the different systems and communicative means existing that  public institutions carry out to propagate their messages and embrace the largest possible electorate

Studies conducted in 2014 showed how the use of Facebook by MEPs had multiplied by two. At the same time, the use of tools such as WordPress by them had dropped significantly, evidenced by the temporality and constant implementation of social networks. Substantial has also been growth and innovation as far as image is concerned; The different parties and leaders have prioritized photographs and videos that communicate messages and emotions against the traditional written message.

The extension of these and their (sometimes) aggressive use by different politicians and formations is and to a reality that can only be explained according to two criteria: diffusion and cost. With regard to the last of these, the reduction of nominal expenditure that the different formations make is significant. The existence of a physical product is eliminated (or at least diminished) and replaced by a plurality of audiovisual messages that are diffused by automatisms with very reduced costs. As far as broadcasting is concerned, it is obvious that the message broadcast will be received and reproduced by many more recipients than those broadcast under classic communicative channels such as the press, radio or television.


The strength of new political communication


They highlight the different real-time interaction techniques that such networks incorporate into their systems. Tools like the “Live!” Modes of Instagram or Facebook generate constant and free feedback in which anyone can participate immediately, thus enhancing a sense of closeness to the previously non-existent politician.

The discriminative capacity of the messages that the issuers can carry out with these tools is very unique. Previous sociological studies, the different communication campaigns may choose to disseminate a message or another depending on the type of subject that is going to perceive the information poured. In this sense, the simplification of messages and the emotional appeal coupled with the dissemination bias help to generate reactions and emotions in the issuers. These can empathize or feel fear for a certain leader or message, elements that will be decisive in the exercise of the vote.