La gestión de la comunicación online en los partidos políticos¿adaptación a un contexto multimedio y de diálogo?

Zusammenfassung

The development of the organizational websites in the nineties and the emergence and consolidation of social media platforms in the last decade have allowed progressively to introduce deep structural changes in the communicative and promotional activities of the political parties (Canel and Zamora, 2004; García Orosa, 2009). Thanks to the implementation of several communication and interaction tools, the political parties’ capacity to influence public opinion through direct communication actions has increase. Likewise, political organizations have changed their ways of acting in relation to the media and journalists, although, at this level, the strategies seem to have not changed so much, while the traditional interdependence dynamics maintain. In this context, this paper offers results of a funded research project (EHUA 13/10) aimed at knowing how political parties with parliamentary representation in the Basque Country have adapted their communication strategies (Larrondo et al., 2016) to respond to the challenges of the multimedia paradigm and the interaction with active citizens and voters.