Numbers > Number 12 > The use of YouTube in the Elections to the European Parliament 2014. The case of Spain
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ISSN: 1885-365X

The use of YouTube in the Elections to the European Parliament 2014. The case of Spain

2nd march 2016
11th april 2016

Abstract

This paper examines the thematic agendas, message characteristics, and citizen participation through the analysis of the most played Spanish political groups and their main leaders represented in the European Parliament videos on YouTube.
The main goal of the research is to detect whether the most interested and active users in the electoral process are utilizing the potential of digital media to increase their campaign knowledge (Gibson & McCallister, 2011); or whether, on the other hand, they are using it as a mere form of distraction, known as “politainment” (Nieland, 2008; Sayre & King, 2010; Schultz, 2012).

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