MANAGEMENT OF SOCIAL NETWORKS IN POLITICAL COMMUNICATION AND THEIR INFLUENCE IN THE PRESS

Abstract

The use of social networks encourages individuals to access political information directly, either through the personal profiles of political leaders, their parties or organizations. All this without limiting the information in the media Las redes sociales amplían el número y tipo de actores que interac- túan y negocian themselves, but already, with a limited time. Politicians, problems of this situation, take advantage of the direct contact of social networks to seek participation among their followers, which can lead to the press in a time of crisis. This work aims to analyze the use made by Twitter of the main political parties in the General Elections of April 28, 2019, in order to find out the content strategy followed and to what extent it could influence press consumption. The results will reach the way politicians will use social media content as the strategy to achieve their commu- nication goals, and how it could influence press consumption.