The think tanks in Spain. Analysis of their digital communication strategies

Abstract

Introduction: This work focus on the study of how spanish think tanks use digital media to spread their activity and transmit their ideas. Methodology: Through content analysis, we analyze what types of communication tools are used in the digital spaces that are officially implemented (web sites and social media), as well as the use of these tools as unidirectional or bidirectional channels. Results: It shows that the unidirectional focus on dissemination of these organizations identities, closely linked to educative activities. Among the bidirectional, social media become relevant, and are used to generate engagement with its stakeholders. Discussion and Conclusions: Think tanks use digital communication as a strategy to disseminate their activities. This fact enhances the prospective of advocacy and a pretension to participate in the topics of public discussion with proposals on its framings (Bürger, 2015, Misztal, 2012).