Estrategias de Comunicación divergentes: entre el rigor y la manipulación. Análisis comparativo de la Comunicación Política de Estados Unidos y España frente a la etapa inicial de la crisis del COVID-19

Blanca Nicasio Varea; Marta Pérez Gabaldón; Manuel Chávez

doi:10.4185/RLCS-2023-1899

Autores/as

Blanca Nicasio Varea UCH CEU https://orcid.org/0000-0002-6210-242X
Marta Pérez Gabaldón Universidad Cardenal Herrera CEU https://orcid.org/0000-0001-5734-0207
Manuel Chávez Michigan State University

DOI:

https://doi.org/10.4185/RLCS-2023-1899

Palabras clave:

covid-19, comunicación política 2.0, comunicación de crisis, Estados Unidos, España, Twitter, Pandemia

Resumen

Introducción: El 31 de diciembre de 2019 la OMS reportó el primer caso de una nueva infección respiratoria en Wuhan, marcando el inicio de la emergencia sanitaria del COVID-19. Este estudio analiza cómo la comunicación política 2.0 ha contribuido a prevenir y proteger a los ciudadanos durante las primeras etapas de la crisis. Específicamente, se examinan los 90 primeros días del 2020 (del 1 de enero al 31 de marzo), en la fase inicial -orientada a la preparación y la prevención- y de explosion de la crisis. Metodología: El trabajo presenta una perspectiva comparada entre Estados Unidos y España. Se analiza el contenido de los mensajes publicados en Twitter de Donald Trump, -@realdonaldtrump-, la Casa Blanca -@WhiteHouse-, y el Center for Desease Control and Prevention -@cdcgov-; y Pedro Sánchez -@sanchezcastejon-, el Ministerio de Sanidad -@sanidadgob-, y La Moncloa -@desdelamoncloa-. A través de un análisis en dos niveles, uno cuantitativo y otro cualitativo. Resultados y Discusión: Los resultados muestran una estrategia comunicativa divergente. Los actores españoles siguieron adecuadamente las pautas de la comunicación de crisis sanitarias; en USA, específicamente en el perfil de Trump, se observa una estrategia de comunicación politizada, contribuyendo a polarizar la reacción pública ante el COVID Conclusiones: La comunicación política es esencial, no solo para la gobernanza y gestión de una crisis, sino para la preparación y concienciación de la ciudadanía. En el presente estudio, la estrategia comunicativa de las instituciones fue apropiada en los dos países analizados y ayudó a afrontar una crisis sanitaria sin precedentes.

Descargas

Los datos de descargas todavía no están disponibles.

Biografía del autor/a

Blanca Nicasio Varea, UCH CEU

Blanca Nicasio Varea is graduated in Political and Public Administration Sciences (2010), and in Journalism (2009). Moreover, she holds a PhD (2017) cum laude, in Political Science, from the University CEU-Cardenal Herrera. She has received for her PhD the mention of European Doctor. Currently, she is a professor of Electoral Systems and Political and Electoral Behaviour at the Cardenal Herrera University - CEU. She has published several book chapters and articles on these topics. Previously, she has worked as a parliamentary advisor at Les Corts Valencianes and as an accredited parliamentary assistant in the European Parliament.

Marta Pérez Gabaldón, Universidad Cardenal Herrera CEU

Marta Pérez-Gabaldón holds a BA in Political Science and Public Administration (CEU-UCH, 2008), with Extraordinary Prize of Degree, and a PhD in Political Science (CEU-UCH, 2012), with Extraordinary Prize of Doctorate. She also holds a BA in Law (UNED, 2018). Up to now, her main research areas have been: intergovernmental relations, climate change policies, transparency and political  communication. Since 2008, she has participated in several public and private research projects and she has published two monographs and a significative number of book chapters and papers in specialized journals on those topics. She is University Lecturer, since 2011, and Academic Secretary of the Faculty of Law, Business and Political Science at  CEU-UCH.

Manuel Chávez, Michigan State University

Manuel Chavez is a Professor of international and crisis journalism at the School of Journalism in Michigan State University. His recent research has concentrated on media reporting on issues related to the North American borders, environmental issues and journalism response to natural disasters and crisis.  Chavez has published several books and articles on these topics in addition to themes related to the Americas development and trade, cross-cultural communication, international communication, public diplomacy and migration and cross-border issues. He directs the International Collaboratory on Crisis Communication that includes 12 international universities. He serves as President of the Association for Latino Media and Markets Research Scholars.

Citas

Allcott, H., Boxell, L., Conway, J., Gentzkow, M., Thaler, M. and Yang, D. (2020). Polarization and public health: Partisan differences in social distancing during the coronavirus pandemic, Journal of Public Economics (191). https://doi.org/10.1016/j.jpubeco.2020.104254 . DOI: https://doi.org/10.1016/j.jpubeco.2020.104254

Alonso, S., Gómez, A. and Volkens, B. (2012). Análisis de contenido de textos políticos. Un enfoque cuantitativo. CIS. Cuadernos Metodológicos.

Anduiza, E., Crespo, I. and Méndez, M. (1999). Metodología de la Ciencia Política, Cuadernos Metodológicos. CIS, Cuadernos Metodológicos.

Arévalo, R., Flores, R. and Cuevas, G. (2021). Comunicación presidencial sobre la COVID-19 vía Twitter: México, España y Estados Unidos, Global Media Journal, 18(35), 151-175. https://doi.org/10.29105/gmjmx18.35-8 DOI: https://doi.org/10.29105/gmjmx18.35-8

Arias Maldonado, M. (2016). The digitalization of public opinion: social networks, political sentiment and democracy, Revista de Estudios Políticos, (173), 27-54. DOI: https://doi.org/10.18042/cepc/rep.173.01

Bail, C., Argyle, L., Brown, T. and Volfovsky, A. (2018). Exposure to opposing views on social media can increase political polarization, Proceedings of the National Academy of Sciences of the United States of America, 115(37), 9216–922. https://doi.org/10.1073/pnas.1804840115 . DOI: https://doi.org/10.1073/pnas.1804840115

Butler, S. and Martínez B. (2021). La comunicación institucional en España en tiempos de COVID-19. Estudio de caso de las cuentas de Twitter del Gobierno de España y el Ministerio de Sanidad. In B. Pueblaand R. Vinader Raquel (Eds.). Ecosistema de una pandemia: COVID-19, la transformación mundial (653-676). Dykinson.

Calvillo, D., Ross, B., Garcia, R.,Smelter, T. J. and Rutchick, A. M. (2020). Political Ideology Predicts Perceptions of the Threat of COVID-19 (and Susceptibility to Fake News About It), Social Psychological and Personality Science, 11(8), 1119-1128. https://doi.org/10.1177/1948550620940539 . DOI: https://doi.org/10.1177/1948550620940539

Campos, E. (2017). Twitter y la Comunicación Política, El profesional de la información, 26(5), 785-793. https://doi.org/10.3145/epi.2017.sep.01 . DOI: https://doi.org/10.3145/epi.2017.sep.01

Casero, A. (2020). Impact of covid-19 on the media system. Communicative and democratic consequences of news consumption during the outbreak, El profesional de la información, 29(2), 1-11. https://doi.org/10.3145/epi.2020.mar.23 DOI: https://doi.org/10.3145/epi.2020.mar.23

Castillo, A., Fernández, A. B. and Puentes, I. (2020). Comunicación política y covid-19. Estrategias del Gobierno de España, El Profesional de la Información, 29 (4). https://doi.org/10.3145/epi.2020.jul.19 DOI: https://doi.org/10.3145/epi.2020.jul.19

Center for Disease Control (CDC) (2018). Crisis and Emergency Risk Communication (CERC) in an Infectious Disease Outbreak.

Center for Disease Control (CDC) (2014). Crisis and Emergency Risk Communication (CERC) Manual.

Charron, N., Lapuente, V., and Rodríguez, A. (2020). Uncooperative Society, Uncooperative Politics or Both? Polarization and Populism Explain Excess Mortality for COVID-19 across European regions’, working paper, University of Gothenburg.

Chung, M.and Jones-Jang, S. M. (2021). Red media, blue media, trump briefings, and covid-19: Examining how information sources predict risk preventive behaviors via threat and efficacy, Health Communication, (23), 1-8.https://doi.org/10.1080/10410236.2021.1914386 DOI: https://doi.org/10.1080/10410236.2021.1914386

Coombs, T. (2014). Ongoing Crisis Communication: Planning, Managing, and Responding. Sage Publishers.

Costa, C. and López, X. (2020). Comunicación y crisis del coronavirus en España. Primeras lecciones, El profesional de la información, 29(3). https://doi.org/10.3145/epi.2020.may.04 . DOI: https://doi.org/10.3145/epi.2020.may.04

De Bruin, B. W., Saw, H., and Goldman, D. (2020). Political polarization in US residents COVID-19 risk perceptions, policy preferences, and protective behaviors, Journal Risk Uncertain, (61),177-194 https://doi.org/10.1007/s11166-020-09336-3 DOI: https://doi.org/10.1007/s11166-020-09336-3

García, J.V., Pérez, M.J. and Rodríguez, M. (2020). Portavoces oficiales y estrategia audiovisual en la crisis de la Covid-19 en España, El Profesional de la información, 29(5). https://doi.org/10.3145/epi.2020.sep.13 . DOI: https://doi.org/10.3145/epi.2020.sep.13

Hatcher, W. (2020). A Failure of Political Communication Not a Failure of Bureaucracy: The Danger of Presidential Misinformation During the COVID-19 Pandemic, American Review of Public Administration, 50(6-7), 614–620. https://doi.org/10.1177/0275074020941734 DOI: https://doi.org/10.1177/0275074020941734

Hong, S.and Kim, S. H. (2016). Political polarization on twitter: Implications for the use of social media in digital governments, Government Information Quarterly, 33(4), 777-782. https://doi.org/10.1016/j.giq.2016.04.007 DOI: https://doi.org/10.1016/j.giq.2016.04.007

Jaworsky, B. N. and Qiaoan, R. (2021). The Politics of Blaming: the Narrative Battle between China and the US over COVID-19, Journal of Chinese Political Science, (26), 295-315. https://doi.org/10.1007/s11366-020-09690-8 . DOI: https://doi.org/10.1007/s11366-020-09690-8

Jones, S., Waters, L., Holland, O., Bevins, J. and Iverson, D. (2009). Developing pandemic communication strategies: Preparation without panic, Journal of Business Research, 63(2), 126–132.https://doi.org/10.1016/j.jbusres.2009.02.009 . DOI: https://doi.org/10.1016/j.jbusres.2009.02.009

Kessler, G., Rizzo, S. and Meg, K. (2020). Donald Trump and His Assault on Truth. The President’s Falsehoods, Misleading Claims and Flat-out Lies. Scribner.

Körösenyi, A. (2013). Political polarization and its consequences on democratic accountability, Corvinus Journal of Sociology and Social Policy, 4 (2) 3-30. https://doi.org/10.14267/cjssp.2013.02.01. DOI: https://doi.org/10.14267/cjssp.2013.02.01

Lipscy, P.Y. (2020). COVID-19 and the Politics of Crisis, International Organization, 74 (S1), 98-127. https://doi.org/10.1017/S0020818320000375 DOI: https://doi.org/10.1017/S0020818320000375

Lipsitz, K. and Pop-Eleches, G. (2020). The Partisan Divide in Social Distancing, SSRN Electroninc Journal. https://doi.org/10.2139/ssrn.3595695. DOI: https://doi.org/10.2139/ssrn.3595695

Lockhart, M. (2019). President Donald Trump and His Political Discourse, Routledge. DOI: https://doi.org/10.4324/9781351038782

Masip, P., Aran, S., Ruiz, C., Suau, J., Almenar, E. and Puertas, D. (2020). Consumo informativo y cobertura mediática durante el confinamiento por el Covid-19: sobreinformación, sesgo ideológico y sensacionalismo, El profesional de la información, 29 (3). https://doi.org/10.3145/EPI DOI: https://doi.org/10.3145/epi.2020.may.12

Mercado, M.T. and Chavez M. (eds) (2016). La Comunicación en Situaciones de Riesgo y Crisis. Tirant Humanidades.

Ministry of Health (2013). Sistema de Alerta Precoz y Respuesta Rápida. https://www.sanidad.gob.es/profesionales/saludPublica/ccayes/SIARP/Msssi_SIAPR_21032013.pdf.

Mitchell, A. and Oliphant, J. B. (2020). Americans Immersed in covid-19 News; Most Think Media Are Doing Fairly Well Covering it. Pew Research Center. https://www.pewresearch.org/journalism/2020/03/18/americans-immersed-in-covid-19-news-most-think-media-are-doing-fairly-well-covering-it/.

Nicasio, B., Pérez, M. and Chávez, M. (2020). Using Social Media to Motivate Anti-migration Sentiments. Political Implications in the United States and Beyond, Trípodos, 49, pp. 51-69. https://doi.org/10.51698/tripodos.2020.49p51-69. DOI: https://doi.org/10.51698/tripodos.2020.49p51-69

Nielsen, R., Fletcher, R., Newman, N., Brennen, J. S. and Howard, P. (2020). Navigating the ‘infodemic’: How people in six countries access and rate news and information about coronavirus, Reuters Institute for the Study of Journalism.

Ott, B. L (2017). The age of Twitter: Donald J. Trump and the politics of debasement, Critical Studies in Media Communication, 34 (1), 59-68. DOI: https://doi.org/10.1080/15295036.2016.1266686

Ott, B. L. and Dickinson, G. (2019). The Twitter presidency: Donald J. Trump and the politics of the White rage. Routledge. DOI: https://doi.org/10.4324/9780429054259

Ouyang, Y. and Waterman, R. (2020). Trump, Twitter and the American Democracy. Political Communication in the Digital Age. Palgrave Macmillan. DOI: https://doi.org/10.1007/978-3-030-44242-2

Paek, H. J. and Hove, T. (2019). Effective strategies for responding to rumors about risks: The case of radiation-contaminated food in South Korea, Public Relations Review, 45 (3).

http://dx.doi.org/10.1016/j.pubrev.2019.02.006 DOI: https://doi.org/10.1016/j.pubrev.2019.02.006

Pérez, M. and Nicasio, B. (2019). Comunicación Parlamentaria 2.0: El Debate de la Moción de Censura en Twitter, UMH Communication Journal, 10 (1), 147-164. http://dx.doi.org/10.21134/mhcj.v10i0.285 DOI: https://doi.org/10.21134/mhcj.v10i0.285

Pulido, M., H., V. and Lozano, A.A. (2021). Uso institucional de Twitter para combatir la infodemia causada por la crisis sanitaria de la covid-19, El Profesional de la Información, 30 (1). https://doi.org/10.3145/epi.2021.ene.19 DOI: https://doi.org/10.3145/epi.2021.ene.19

Qiu, W., Chu, C., Hou, X., Rutherford, S., Zhu, B., Tong, Z. and Mao, A. (2018). A comparison of China’s risk communication in response to SARS and H7N9 using principles drawn from international practice, Disaster medicine and public health preparedness, 12 (5), 587-598. https://doi.org/10.1017/dmp.2017.114 DOI: https://doi.org/10.1017/dmp.2017.114

Rivas, R., García, M. and Rojas, J.L. (2021). Estrategias comunicativas en Twitter y portales institucionales durante la segunda ola de Covid-19: análisis de los gobiernos de Alemania, España, Portugal y Reino Unido, Revista Latina de Comunicación Social, 79, 49-72. https://doi.org/10.4185/RLCS-2021-1517 DOI: https://doi.org/10.4185/RLCS-2021-1517

Rutledge, P. E. (2020). Trump, COVID-19, and the war on expertise, The American Review of Public Administration, 50 (6-7), 505-511. https://doi.org/10.1177/0275074020941683. DOI: https://doi.org/10.1177/0275074020941683

Salmon, C. (2019). La Era del Enfrentamiento: del storytelling a la ausencia de relato. Península.

Seeger, M. and Timothy, L.S. (2019). Communication in Times of Trouble. Wiley-Blackwell Publishers.

Simón, P. (2020). Corona. Política en tiempos de pandemia. Debate.

Túñez, M., Vaz, M. and Fieiras, C. (2020). Covid-19 and public service media: Impact of the pandemic on public television in Europe, El Profesional de la Información, 29 (5). https://doi.org/10.3145/epi.2020.sep.18. DOI: https://doi.org/10.3145/epi.2020.sep.18

Ulmer, R., Sellnow, T. L. and Seeger, M. (2019). Effective Crisis Communication: Moving From Crisis to Opportunity. Sage Publishers.

Wang, B. and Zhuang, J. (2018). Rumor response, debunking response, and decision makings of misinformed Twitter users during disasters, Natural Hazards, (93), 1145–1162. https://doi.org/10.1007/s11069-018-3344-6. DOI: https://doi.org/10.1007/s11069-018-3344-6

World Health Organization (2020). WHO Timeline – Covid-19, https://www.who.int/news/item/27-04-2020-who-timeline---covid-19.

World Health Organization (2017). Strategic Communications Framework for Effective Communications. https://www.who.int/mediacentre/communication-framework.pdf.

World Health Organization (2005). Outbreak communication: Best practices for communicating with the public during an outbreak. Communicable Disease Surveillance and Response. https://www.who.int/publications/i/item/outbreak-communication-best-practices-for-communicating-with-the-public-during-an-outbreak.

Wukich, C. (2016). Government Social Media Messages across Disaster Phases, Journal of Contingencies and Crisis Management, 24 (4), 230-243. https://doi.org/10.1111/1468-5973.12119. DOI: https://doi.org/10.1111/1468-5973.12119

Yum, S. (2020). Social network analysis for coronavirus (COVID-19) in the United States, Social Science Quarterly, 101 (4), 1642-1647. https://doi.org/10.1111/ssqu.12808. DOI: https://doi.org/10.1111/ssqu.12808