The impact of the social media on political campaigns: the 2023 general election in Spain

Abstract

The aim of this article is to examine the transformations in the dynamics of communication brought about by advances in digital technology, and the intersection between politics and technological development, especially in relation to social media. The study consisted of a content analysis of the use of Facebook, Twitter, Instagram, and TikTok by political party leaders Pedro Sánchez (PSOE), Alberto Núñez (PP), Santiago Abascal (Vox), and Yolanda Díaz (Sumar). The results showed a general increase in followers, with greater growth on newer platforms. Candidates adopted different strategies in terms of frequency and type of posts, depending on context of use, but maintained a strong presence on all platforms. The findings highlight the complexity of digital political communication and the consequente need for flexible adaptive strategies that take into account the characteristics of each medium, audience diversity, and the rapid evolution of online dynamics.