Television consumption and level of social interaction and participation on social networks: An analysis of millennial audiences in the Spanish electoral campaign

Abstract

In a context in which the audience is considered to be addicted to their mobile and multi-screen devices, the combination between instant messaging, television, and social networks is very interesting regarding the interaction and social participation with content. This effect is also driven by television itself, which has begun to strategically introduce participation within the content itself to give prominence to the audience. Television is enjoying a moment of splendor that is full of opportunities for new businesses. It is of great interest to analyze and study the level of interaction and participation of millennial audiences with past political elections, through the study of not only social networks but also other screens, especially television. In this research, the behavior of young Spanish university students regarding television and digital political content is analyzed to determine their preferences and the effectiveness of the content regarding their vote. The main aim is to determine the level of social participation and interaction of these audiences with political messages on networks and television, and whether such behavior affects their voting decisions. To this end, a survey was carried out in various Spanish autonomous communities to confirm whether differences were present.