Persuasión a través de Facebook de los candidatos en las elecciones generales de 2016 en España

Abstract

Persuasion is a communicative process in which the agent obtains the adhesion of the receiver and influences him/her; this process is particularly relevant in political communication during electoral periods. The persuasive techniques used on Facebook by the candidates of the main political parties (PP, PSOE, Podemos and, Ciudadanos) during the campaign for the general elections of June 2016 in Spain were analyzed. The research reveals that, of all the persuasive techniques envisaged by Roiz (1994), the most employed ones, by candidates to the presidency of the Government in Spain, were topic repetition, support in the preexisting attitudes, the adequacy of the subjects to specific publics, and exploitation of the psychic contagion.