Los debates electorales de 2015 y 2016 en España. Contexto de percepción y credibilidad para los jóvenes

Alfredo  Arceo Vacas; Sergio  Álvarez Sánchez; Olga  Serrano Villalobos

doi:10.4185/RLCS-2020-1435

Authors

Alfredo Arceo Vacas Complutense University of Madrid https://orcid.org/0000-0002-5981-4397
Sergio Álvarez Sánchez Complutense University of Madrid https://orcid.org/0000-0002-7494-8991
Olga Serrano Villalobos Rey Juan Carlos University https://orcid.org/0000-0002-8562-6680

DOI:

https://doi.org/10.4185/RLCS-2020-1435

Keywords:

political communication; elections; electoral debates; credibility; social media; press

Abstract

Introduction: This article describes the influence of the context of perception of the electoral debates broadcasted on 2015 December 14th and 2016 June 13th, in the credibility attributed to the candidates, and the reached degree of understanding. Method: Polls of that time were reviewed; a descriptive analysis of the press news was conducted; two focus groups on credibility judgments with young actuants were organized; and content analyses of the candidates’ messages on Twitter were performed. Results: The press favored a context of negative emotions; the candidates used Twitter to show their social efficacy, but failed to convince young people. Discussion: Campaign teams should worry for the lack of perception of the credibility subfactor most worked by candidates. Conclusions: The candidates would have looked more credible had they worked on other credibility subfactors, instead of focusing only on social efficacy; and by acting more spontaneously (something on which Rajoy succeeded).

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Author Biographies

Alfredo Arceo Vacas, Complutense University of Madrid

Department of Communication Theories and Analysis, Faculty of Information Sciences, Complutense University of Madrid (UCM). Associate Professor of the Complutense University. Degree in Journalism and Doctor of Information Sciences from the same university. He has directed research on political, institutional and business communication. He also coordinated the work El portavoz en la comunicación de las organizaciones. Fundamentos teórico-prácticos, edited by the Publications Service of the University of Alicante. Among his articles, “The Identity of University Social Responsibility on the Websites of the Universities of the Autonomous Region of Madrid (Spain) and the State of Puebla (Mexico), As a Tool of Grassroots Public Diplomacy,” in the journal American Behavioral Scientist stands out. He was director of the Master in Organizations Communication and, at present, of the Master in Corporate and Advertising Communication.

Sergio Álvarez Sánchez, Complutense University of Madrid

Department of Communication Theories and Analysis, Faculty of Information Sciences, Complutense University of Madrid (UCM). Postdoctoral Researcher in the Department of Communication Theories and Analysis of the Complutense University. Between 2017 and 2019, he was a predoctoral researcher in training (call CT27 / 16-CT28 / 16 of the Santander-UCM contracts). Master in Organizations Communication and Doctor in Audiovisual Communication, Advertising, and Public Relations from the Complutense University of Madrid. He has conducted several pieces of research based on the theory of framing, including his doctoral thesis: “The Communication Strategies of Political Actors in the Face of Social Conflict: Analysis of their Reference Framework for the Labor Reform of 2012”. He has just published the article “Use of a mobile app to evaluate the quality of higher education. Neuromarketing study” (of which Alfredo Arceo is also the author) in Prisma Social.

Olga Serrano Villalobos, Rey Juan Carlos University

Department of Communication Sciences and Sociology, Faculty of Communication Sciences, Rey Juan Carlos University (URJC). Associate professor of the Rey Juan Carlos University and the Complutense University, and researcher of the Chair of Communication and Health of the Department of Communication Theories and Analysis of the UCM. Degree in Advertising and Public Relations and Ph.D. in Information Sciences from the latter institution. In the Chair of Communication and Health, she has investigated prevention through image and addictions to new technologies, taking into consideration different psychosocial factors. One of the main results of this work is the article “Techno-addiction to sex in the youth population: Proposal for the design of an early detection scale”, published in the Revista Comunicación y Salud in 2017.

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