The Logic of Gift: Inspiring behavior in organizations beyond the limits of duty and exchange
[EN] Giving without the expectation of reward is difficult to understand in organizational contexts. In opposition to a logic based on self-interest or a sense of duty, a "logic of gift" has been proposed as a way to understand the phenomenon of free, unconditional giving. However, the rationale behind, and effects of, this logic have been under-explored. This paper responds by first clarifying the three logics of action¿the logic of exchange, the logic of duty, and the logic of gift¿and then explains how their balanced integration promises to enhance organizational life and outcomes. Having explicated the unique character and contributions of the logic of gift, the paper further suggests p…
Global Spaces for Local Politics: An Exploratory Analysis of Facebook Ads in Spanish Election Campaigns
[EN] Sponsored content on Facebook has become an indispensable tool for implementing political campaign strategies. However, in political communication research, this channel is still unexplored due to its advertising model in which only target audiences are exposed to sponsored content. The launching of the Facebook Ad Library in May 2018 can be considered a turning point in this regard, inasmuch as it now offers users direct access to ads paid for by political parties, among other advertisers. This paper analyzes some aspects of the strategies implemented by six national parties during the campaigns running up to the two general elections held in Spain in 2019, by performing an analysis o…
Mediatisation in Twitter: an exploratory analysis of the 2015 Spanish general election
[EN] The mediatisation model in politics assumes that media conveys political messages between parties and citizenship, with the risk of promoting issues that frame the electoral content in terms of competition. These dynamics could distract from the debate of ideas and political policies. However, digital media like Twitter provide direct communication channels between parties, candidates and users. The present research explores Twitter content during an electoral campaign focused on the four issues proposed by Patterson (1980) to assess mediatisation: political, policy, campaign and personal (regarding the candidate). The goal of this research study is to evaluate the degree of mediatisat…
Análisis del aumento de seguidores y de la presencia multiplataforma de la clase política en Facebook, Twitter e Instagram en campañas electorales (2011-2019)
[EN] The participation of politicians in social media is increasingly necessary in order to gain visibility. However, the logic of content dissemination is very different from conventional media. In social media, building a broad and varied base of followers facilitates a greater impact of the message. This article analyses the influence of various individual factors of the candidates on two aspects of the process: variation in the number of followers and multiplatform presence. Both issues are assessed on Facebook, Twitter, and Instagram in the context of three general elections held in Spain during the 2010s. The results show that the age and gender of the candidates, their frequency of p…
Political candidates in infotainment programmes and their emotional effects on Twitter: an analysis of the 2015 Spanish general elections pre-campaign season
[EN] The infotainment format offers candidates an informal setting to show a more personal side of themselves to the electorate, opening themselves up to potential voters. An example of media hybridisation, social networks users can immediately comment on infotainment television programmes, a process known as second screening. These second screeners tend to be especially active in politics. This paper analyses the immediate emotional reaction of these users as they watch infotainment programmes that air during the campaign or pre-campaign seasons and feature political candidates as guests. We have confirmed that second screeners react more emotionally towards the candidate when his or her p…
Tecnhiques for sentiment analysis in Twitter: Supervised Learning and SentiStrength
[EN] Sentiment analysis on Twitter offers possibilities of great interest to evaluate the currents of opinion disseminated through this medium. The huge volumes of texts require tools able to automatically process these messages without losing reliability. This paper describes two different types of approaching this problem. The first strategy is based on Supervised Learning processes, developed in the field of artificial intelligence. Its application requires some tools from natural language processing along with a classifed corpus as a starting point. The second approach is based on polarity dictionaries. SentiStrength tool is located in this line. It is increasingly applied to studies of…
Disinformation in Facebook Ads in the 2019 Spanish General Election Campaigns
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