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Palabras clave
Ana Almansa Martínez: Nuevas Formas Digitales en las Relaciones Públicas Políticas
Relaciones Públicas, Comunicación Política, Blogs, Redes Sociales, Website, Internet
Abstract
In this paper we analyze how political parties are increasingly using the potential of new technologies.
We focus in this study in the case of Spanish political parties and in their use of Web 2.0, blogs and
social networks.
Political parties need to reach out to citizens their ideas, programs, initiatives and arguments. Now,
the Internet opens up a range of new possibilities, compared to other media and traditional tools.
Currently, political parties, quickly and without any mediation, can communicate on their websites,
blogs and social networks. Today, political arenas are in large measure, on the Internet.
Our shows are political parties with parliamentary representation of Spain in the Congress of
Deputies (with or without their own group). We conducted content analysis of websites, as well as
analyze their presence on social networks and blogs.
In this study we could have verified how all the analyzed parties tell with websites that they echo his
offers and, in most cases, they do the own thing in the blogs and social networks. Nevertheless, they
are the biggest parties, with major parliamentary representation, which have major presence in
Internet. The most evident differences between big and small political parties are in the use of
resources multimedia in the web and in the participation in blogs and social networks.
Key words
Public Relations, Political Communication, Blogs, Social Networks, Website, Internet
Introducción
Desde finales del siglo XX y comienzos del siglo XXI, se ha generalizado en nuestro país, y en
muchos otros, el uso de internet. Castells (2006) se refiere a este modelo social como
“Sociedad red”, en la que la comunicación deviene en modernidad y es importante (casi
imprescindible) para cualquier tipo de organización.
En este tipo de sociedad, Instituciones, empresas y organizaciones en general han descubierto
la “ventana abierta al mundo” que puede suponer un sitio web y hoy están presentes,
mayoritariamente, en la red. En la actualidad, en la red no se va a estar únicamente con un
sitio web, sino que blogs y redes sociales se han convertido en grandes exponentes de la
comunicación on-line de las organizaciones. En esta investigación nos centramos en los
# A6 ACTAS ICONO 14 - Nº A6 – pp. 768/783 | 05/2011 | REVISTA DE COMUNICACIÓN Y NUEVAS TECNOLOGÍAS | ISSN: 1697–8293
C/ Salud, 15 5º dcha. 28013 – Madrid | CIF: G - 84075977 | www.icono14.net
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