La Moncloa en Twitter: un análisis cuantitativo en la era post COVID

Marta Pulido Polo; María Dolores del Mar Sánchez González; José Manuel Mesa Göbel; Jose Vázquez-González

doi:10.4185/RLCS-2023-1874

Authors

Marta Pulido Polo Universidad de Sevilla
María Dolores del Mar Sánchez González Universidad Nacional de Educación a Distancia
José Manuel Mesa Göbel Universidad Nacional de Educación a Distancia
Jose Vázquez-González Universidad de Sevilla https://orcid.org/0000-0002-6450-4799

DOI:

https://doi.org/10.4185/RLCS-2023-1874

Keywords:

Twitter, Public Relations, Moncloa, Institutional Communication, post-Covid, uncertainty, quantitative analysis

Abstract

Introduction: The end of the acute phase of the pandemic, begins a return to normality in coexistence with the Coronavirus. Thus, a period of transition and social, political, and economic uncertainty begins that, for WHO and WEF, could imply a global reset from more balanced principles. The objective of this work is to identify the keys that mark the relational behavior of the Government of Spain on Twitter from its official account @DesdelaMoncloa, concerning these principles and the interests of the population. Methodology: multivariate quantitative analysis (content analysis) is performed in SPSS SPSS (Krippendorff alpha coefficient = 0.867) over a corpus of 2735 tweets issued between April 1, 2021, and March 30, 2022. Results: The results show a higher prevalence of content with an institutional and economic character, the use of formal/solemn language, and regularity in broadcast frequency by date and time (Jordan, 2017; Acebes and Montanera, 2019). Discussion and conclusions: Twitter is consolidated as a powerful relationship management tool in the institutional field (Marcos-García, 2021; Castillo-Esparcia et al., 2020a) aimed at building trust in public opinion (Greenhill, 2020; Hucker, 2020), but it is observed: a) a significant mismatch between the themes of the messages issued and the interests of the population in this period of transition and, b) consolidates the theses that highlight an institutional underutilization of its interactive potential (Rivas-de-Roca et al., 2021).

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Author Biographies

Marta Pulido Polo, Universidad de Sevilla

Degree in Advertising and Public Relations and Ph.D. in Communication from the Universidad de Sevilla. Professor of the Department of Audiovisual Communication and Advertising at the Faculty of Communication of the Universidad de Sevilla. Her lines of research focus on public relations, ceremonial and protocol, as well as the relational perspective of event organization.

martapulido@us.es

Índice H: 8

Orcid ID: https://orcid.org/0000-0001-5504-0438

Scopus ID: https://www.scopus.com/auth/detail.uri?authorId=57188580756

Google Scholar: https://scholar.google.es/citations?user=qJu7r_4AAAAJ&hl=es

María Dolores del Mar Sánchez González, Universidad Nacional de Educación a Distancia

Professor at the Faculty of Law of the UNED and Director of the Master's Degree in Protocol. Ph.D. in Law from the UNED and Communication from the UMA with international mention. Member of the Royal Academy of Jurisprudence and Legislation. Director of the Modular Program in Communication, Protocol, and Public Relations. CR of the consolidated research group of the UNED "Institutional Studies Research Group" and the teaching innovation group "History of Law". President of the Society of Institutional Studies and editor of the Revista Estudios Institucionales, Revista internacional de investigación en Instituciones, Ceremonial y Protocolo. Specialist in official and international protocol, in the history of protocol and ceremonial, and event organization.

mdmsanchez@der.uned.es

Índice H: 5

Orcid ID: https://orcid.org/0000-0001-6007-5985

Scopus ID: https://www.scopus.com/authid/detail.uri?authorId=57201915120

Google Scholar: https://scholar.google.com/citations?user=8xttvgEAAAAJ

ResearchGate: https://www.researchgate.net/profile/Dolores_Sanchez-Gonzalez2

José Manuel Mesa Göbel, Universidad Nacional de Educación a Distancia

Degree in Law UNED, Ph.D. student in Law and Social Sciences EIDUNED. Master in Protocol, Communication, and External Relations ULPGC. Specialist in Communication, Protocol, and Public Relations UNED. External Collaborating Professor UNED, researcher of the Institutional Studies Research Group UNED. His area of research focuses on the history of protocol and ceremonial and the management of events and acts from different fields.

jmesa@invi.uned.es

Orcid ID: https://orcid.org/0000-0003-0759-4297

Google Scholar: https://scholar.google.es/citations?user=fV9dE_AAAAAJ&hl=es

Academia.edu: https://uned.academia.edu/JoséManuelMesaGöbel

Jose Vázquez-González, Universidad de Sevilla

Graduate in Advertising and Public Relations, Master in Institutional and Political Communication, and Ph.D. student in Communication at the Universidad de Sevilla. Researcher and teacher with a PIF predoctoral contract, within the VI Research and Transfer Plan of the Universidad de Sevilla. His lines of research focus on public relations, film festival studies, and LGTBIQ+ studies.

jvazquez9@us.es

Índice H: 1

Orcid ID: https://orcid.org/0000-0002-6450-4799

Google Scholar: https://scholar.google.es/citations?hl=es&user=AP6NnzUAAAAJ

ResearchGate: https://www.researchgate.net/profile/Vazquez-Jose

Academia.edu: https://us.academia.edu/JV%C3%A1zquezGonz%C3%A1lez

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