Abstract

BALLESTEROS-HERENCIA, Carlos A.. The frames of engagement: Framing and Digital Engagement in Spain’s 2015 electoral campaign. OBS* [online]. 2020, vol.14, n.3, pp.98-119.  Epub Feb 15, 2022. ISSN 1646-5954.  https://doi.org/10.15847/obsobs14320201507.

Framing and engagement are two usual theoretical approaches in Social Sciences in general and in Communication in particular, however the interrelationship of both in the digital world has barely begun to be investigated. Therefore, this research studied the involvement of users with the news frames used by political parties in their Facebook pages, using the case study of the 2015 spanish general election. All the messages published during the two-week election campaign by the six main parties were analysed, measuring engagement through the variables I like, Share and Comment. It was detected that the frames most used by political fomations are not always the ones that receive the greatest number of interactioins fro user of social networks. In addition, the three variables that integrated the engagement index (Like, Share and Comment) vary in different proportions before each analyzed frame.

Keywords : Framing; engagement; elections campaign; network analysis..

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