The Strategic Use of Interaction in the Communication of Argentinean Politicians in Facebook
DOI:
https://doi.org/10.29105/gmjmx15.29-9Keywords:
political communication, Facebook, interaction, echo chambersAbstract
The communication flows that take place in social media and the consequent formation of echo chambers have begun to be studied in the last years, in part because of its consequences for the construction of a public sphere based on democratic values. Recent studies claim that digital interaction origins encounter voices that confirm preexistent opinions instead of promoting the debate among different point of views. This research studies the role played by Argentinean politicians in the construction of echo chambers in Facebook, about the strategic use of its interactive tools by analyzing the posts that Cristina Fernández, Mauricio Macri, Sergio Massa, and Daniel Scioli published between November 2014-November 2015 on Facebook, the social media where more than a half of Argentineans have an active profile. The results of this empirical study indicate that Argentinean politicians scarcely incorporate Facebook interaction tools into their posts. Moreover, they use these tools following a broadcasting logic instead of a conversational one, framed by a personalistic political communication model that contributes to the construction of interaction spaces closed to divergent opinions.
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Global Media Journal México, publicación semestral, editada por el Departamento de Psicología y Comunicación de Texas A&M International University, Laredo, Texas, Estados Unidos; y la Facultad de Ciencias de la Comunicación de la Universidad Autónoma de Nuevo León, México. Editores responsables: Dr. José Carlos Lozano y Dr. Francisco Javier Martínez Garza. Datos de contactos: jose.lozano@tamiu.edu, tel. (956) 326-3117 y francisco.martinezgz@uanl.edu.mx, teléfono (81) 83294000, Ext. 7710 y 7711. Reserva de derechos al uso exclusivo número 04 – 2017- 080814012900- 203, expedido por la Dirección de Reservas de Derechos del Instituto Nacional del Derecho de Autor. ISSN: 2007-2031. El editor no necesariamente comparte el contenido de los artículos, ya que son responsabilidad exclusiva de los autores. Se prohíbe la reproducción total o parcial del contenido, ilustraciones y textos publicados en este número sin la previa autorización que por escrito emita el editor.
