Análisis Temático de los Tuits de los Líderes Políticos Españoles en las Elecciones Generales de 2016



This article focuses on the issues published in Twitter by the main four Spanish political leaders during the general elections held on 26 June 2016. The research method is a quantitative content analysis applied to the each and every 2,339 tweets published by Mariano Rajoy (PP), Pedro Sánchez (PSOE), Pablo Iglesias (Podemos) and Albert Rivera (Ciudadanos) during the official electoral campaign. The objectives are to identify the campaign issues and to compare their presence between leaders. The results show that the main issue in both elections is the own party campaign activities and that there are manifest diferences between the four candidates. Regarding the comparison between shared issues, Rajoy and Rivera highlight the economic issues; Sánchez and Iglesias underline the genderrelated demands; Rivera, Sánchez and Iglesias attach importance to the social rights; while Iglesias and Rivera focused on corruption and political regeneration.

Keywords: Spain; Electoral Campaign; Twitter; Campaign Issues; Po-litical Leaders

DOI: 10.24193/jmr.31.5