La paradoja de la comunicación política digital: Alineación temática, interacción ciudadana y voto en España y Costa Rica

Alba-María Martínez-Sala; Paula Halabi García; Carmen  Quiles-Soler; Juan Monserrat-Gauchi

doi:10.4185/rlcs-2026-2694

Authors

Alba-María Martínez-Sala University of Alicante https://orcid.org/0000-0002-6852-6258
Paula Halabi García Universidad de Costa Rica https://orcid.org/0009-0006-3979-0400
Carmen Quiles-Soler University of Alicante https://orcid.org/0000-0002-8706-3180
Juan Monserrat-Gauchi University of Alicante https://orcid.org/0000-0003-1818-2968

DOI:

https://doi.org/10.4185/rlcs-2026-2694

Keywords:

Thematic Alignment, electoral campaign, digital communication, political communication, engagement, Facebook, social media, voting behavior

Abstract

Introduction: This study comparatively explores the relationship between voters’ interests, the content published by political parties on Facebook, the interaction generated, and electoral outcomes in Spain and Costa Rica. The main objective is to determine whether there is thematic alignment between the content of political posts and voters’ interests —identified through pre- and post-electoral surveys— and how this alignment influences levels of interaction and electoral results. Methodology: The study adopts an exploratory and descriptive approach. Priority issues are identified through survey analysis, and the Facebook posts of a sample of political parties are coded and quantitatively analyzed to measure thematic alignment. Correlation analyses and linear regression models are applied to examine the relationships between thematic alignment, engagement, and electoral outcomes. Results: In Costa Rica, during the electoral period, a positive correlation is observed between thematic alignment and engagement. However, in the post-electoral period, this relationship becomes inconsistent or even negative for some parties. In Spain, the overall correlation is weak or negative, indicating that parties with higher levels of thematic alignment do not necessarily achieve greater engagement. Discussion: No direct or consistent relationship was found between engagement and electoral outcomes in either country, suggesting that other contextual and strategic factors influence voter behavior. Conclusions: The effectiveness of digital political communication strategies depends on the interplay between thematic alignment, the political context, and the specific dynamics of each country and electoral period.

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Author Biographies

Alba-María Martínez-Sala, University of Alicante

Department of Communication and Social Psychology. School of Economics and Business. University of Alicante.

Ph.D. and UMH’s Extraordinary Doctoral Award. Bachelor’s degree in Information Sciences, Advertising, and Public Relations (UCM). She is a tenured professor and co-director of the Master’s Program in Digital Communication. Her research focuses on the field of communication strategies and digital relationship management. She is a member of the MAE-CO and AgeCOM research groups at the University of Alicante (UA), and the Strategic Communication Management (GCE) group at the University of Tlalpan (UTPL). She is part of the Generational Digital Divide Chair and IUESAL, and is a member of RELAIP, RICE, RIMS, REDIPUB, RIIM, etc.

She has been honored as an honorary professor by the Catholic University of Miami and included in the ranking of the most-cited female researchers in Spain for 2024 (ELLAS).

Paula Halabi García, Universidad de Costa Rica

She holds a bachelor’s degree in Advertising from the School of Mass Communication at the University of Costa Rica (UCR), where she graduated with honors and received an honorable mention for her thesis on the historical evolution of print advertising in Costa Rica. She holds a Master’s degree in Business Administration with an emphasis on Marketing from the Technological Institute of Costa Rica and has completed a Specialized Program in Advertising and Social Media Marketing at the University of Costa Rica. In addition, she holds a Professional Certification as an Instructor in Online Entrepreneurship from the University of Salamanca. She is currently the associate dean of the School of Communication Sciences at UCR and has served as the coordinator of academic affairs and the Advertising concentration. She combines her academic work with extensive experience in teaching, entrepreneurship, and marketing consulting.

Carmen Quiles-Soler, University of Alicante

Professor in the Department of Communication and Social Psychology at the University of Alicante.

She holds a Bachelor’s degree in Information Sciences (Advertising and Public Relations) from the Complutense University of Madrid and a Ph.D. from the University of Alicante. She is the director of the RPRSS research group and a member of the AgeCOM research group at the University of Alicante. She is affiliated with various networks and associations, including RIMS, AIRP, DIRCOM, AE-IC, REDIPUB, RELAIP, and IUESAL. Her research focuses on communication in the health sector; digital communication, social media, and specific audiences; corporate communication systems and processes; and the management of university communication and the 2030 Agenda.

Juan Monserrat-Gauchi, University of Alicante

Ph.D. in Communication from UCH-CEU (Valencia). Bachelor’s degree in Information Sciences: Advertising and Public Relations, Polytechnic University of Valencia. He has completed research stays at: 1-University of Playa Ancha, Valparaíso, (Chile). Grant from the Spanish Agency for International Cooperation (AECID). 2-National School of Public Relations—Santiago, Chile, and Viña del Mar. 3-National Autonomous University of Mexico (UNAM), Faculty of Accounting, Research Division (Mexico). 4-California State University, Sonoma, California (USA). He has received a Professional Development Grant for tenured university faculty from the Ministry of Universities (EU Next Generation funds), (2022), Polytechnic University of Valencia.
Research interests: communication in franchising, commercial communication systems and processes, CSR management, communication and health, communication and gender, communication and sports. Member of the COMPUBES Research Group (UA). National Franchising Award for the best analysis and research paper.

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