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

Rubén Rivas-de-Roca; Mar García-Gordillo; José Luis Rojas-Torrijos

doi:10.4185/RLCS-2021-1517

Authors

Rubén Rivas-de-Roca Universidad de Sevilla https://orcid.org/0000-0001-5842-4533
Mar García-Gordillo Universidad de Sevilla https://orcid.org/0000-0002-9367-0366
José Luis Rojas-Torrijos Universidad de Sevilla https://orcid.org/0000-0002-7390-9843

DOI:

https://doi.org/10.4185/RLCS-2021-1517

Keywords:

crisis communication, Covid-19, institutional communication, institutional webs, leadership, political communication, Twitter

Abstract

Introduction: The social restrictions imposed by the Covid-19 pandemic increased the role of digital technologies as tools of interaction, but also their role in the institutional communication developed by governments to explain their political decisions in a crisis situation. Methodology: This study examines some of the communication strategies of the governments of Germany, Spain, Portugal and the United Kingdom. To do this, the topics and objectives of their leaders or spokespersons on Twitter are studied: Steffen Seibert representing Merkel (Germany), Pedro Sánchez (Spain), António Costa (Portugal), and Boris Johnson (United Kingdom). Likewise, the messages disseminated on the official websites of the governments (Bundesregierung, La Moncloa, República Portuguesa and GOV.UK) are analyzed. Results: Results show a low use of digital interaction potential. In addition, the preferred themes and objectives are repeated on Twitter and institutional webs, focusing on the announcement and evaluation of health and economic issues. However, the messages on the social network refer to a greater plurality of issues. Discussion: Based on the similarities and divergences found, we argue that a reflection on the role of political cultures in communication actions should be noted, as well as the need to respond to the interests of the audience. Conclusions: Government communication has addressed the most immediate issues of the pandemic, such as health and the economy, developing a broader agenda on Twitter that, on the other hand, did not correspond to the interests observed among the public.

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Author Biographies

Rubén Rivas-de-Roca, Universidad de Sevilla

José Manuel Rivera is an associate professor of Political Science and Administration at USC. He is the director of the University Master's Degree in Political Marketing, Consulting, and Communication at USC. His recent publications include: Rivera, J. M., Castro, P., and Mo, D. (2021). Emociones y extrema derecha: el caso de VOX en Andalucía. Revista Española de Investigaciones Sociológicas (accepted, expected publication date: 10/21). Jaráiz, E., Pereira, María, and Rivera, José M. (2021). Un análisis emocional de las respuestas de los electores a la comunicación online de los candidatos en campaña. Análisis comparado de las elecciones generales de 2019 en Bolivia y España. Journal of Iberian and Latin American Research. Rivera, J.M., Montabes, J., and Lagares, N. (eds.). (2016). Cataluña en proceso: las elecciones autonómicas de 2015. Valencia: Tirant Lo Blanch.

José Luis Rojas-Torrijos, Universidad de Sevilla

Erika Jaráiz is a Doctor in Political Science and professor in the Department of Political Science and Sociology at USC. She belongs to the Political Research Team. Among her most recent publications are: Jaráiz, E., Pereira, M., and Rivera, José M. (2021). Un análisis emocional de las respuestas de los electores a la comunicación online de los candidatos en campaña. Análisis comparado de las elecciones generales de 2019 en Bolivia y España. Journal of Iberian and Latin American Research. Jaráiz, E., Lagares, N., and Pereira, M. (2020). Emociones y decisión de voto. Los componentes de voto en las elecciones generales de 2016 en España. Revista Española de Investigaciones Sociológicas, 170: 115-136. Jaráiz, E., López, P.C., and Bastos, M. (2020). Economía, política social y Twitter: análisis de las emociones negativas en cuatro elecciones presidenciales latinoamericanas a través del LIWC. Revista Ibérica de Sistemas y Tecnologías de la Información, E26: 280-292.

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