Revista Mediterránea de Comunicación

Celebridades politizadas contra la extrema derecha en Twitter. Las preferencias políticas y la actividad de los usuarios al retuitear el tuit de Rosalía contra Vox después de las elecciones generales de 2019 en España

Frederic Guerrero-Solé, Eva Pujadas, Toni Aira, Lluís Mas-Manchón

DOI: https://doi.org/10.14198/MEDCOM.19953

Resumen

Las celebridades utilizan las redes sociales para interaccionar y movilizar a sus audiencias (Zilinsky, Vaccari, Nagler & Tucker, 2019). Las celebridades politizadas pueden asumir rol de líderes con el objetivo de confrontar el monopolio de los políticos e incrementar la notoriedad de causas específicas (Street, 2004; Wheeler, 2013). El objetivo de este artículo es analizar el impacto de las celebridades políticas en Twitter entre audiencias politizadas y no politizadas. Nos enfocamos en el caso de la cantante Rosalía, quien publicó un breve tuit contra Vox con el texto “Fuck Vox” tras las elecciones generales de noviembre de 2019. Medimos preferencias políticas y actividad de los seguidores de Rosalía, los retuiteadores del post tuit y los usuarios que habían retuiteado a la cantante antes del tuit y después. Los resultados muestran que Rosalía tuvo un gran impacto entre partidos de izquierda y separatistas, y entre usuarios sin preferencias políticas o actividad política. También encontramos que los seguidores de Rosalía tenían menos probabilidad de ser activos políticamente (Loader, Vromen & Xenos, 2016). Esta investigación arroja luz sobre el potencial impacto de las celebridades políticas para movilizar a sus audiencias no politizadas y contraponer a la extrema derecha en las redes sociales.


Palabras clave

Celebridades políticas; Twitter; extrema derecha; Vox; España; elecciones generales

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DOI: https://doi.org/10.14198/MEDCOM.19953





Copyright (c) 2022 Frederic Guerrero-Solé, Eva Pujadas, Toni Aira, Lluís Mas-Manchón

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