De “love” a “sad”: sintonía afectiva en el debate digital de las elecciones generales españolas 2023

Belén Casas-Mas; Juan Antonio Guevara Gil; Pamela Fabiola Menéndez Cóndor; José Manuel Robles Morales

doi:10.5294/pacla.2025.28.1.2

Autores/as

Belén Casas-Mas Autor/a Universidad Complutense de Madrid https://orcid.org/0000-0001-8329-0856
Juan Antonio Guevara Gil Autor/a Universidad Complutense de Madrid https://orcid.org/0000-0003-3946-3910
Pamela Fabiola Menéndez Cóndor Autor/a Universidad Complutense de Madrid https://orcid.org/0000-0003-1306-4380
José Manuel Robles Morales Autor/a Universidad Complutense de Madrid https://orcid.org/0000-0003-1092-3864

DOI:

https://doi.org/10.5294/pacla.2025.28.1.2

Palabras clave:

Sintonía afectiva, debate público digital, análisis de redes sociales, elecciones generales

Resumen

En este artículo, se analiza el nivel de emotivismo en el debate político digital de Facebook en las elecciones generales españolas 2023 a partir de cuentas oficiales y verificadas de partidos, líderes políticos, medios de comunicación, usuarios y usuarias. Se han descargado 34 968 mensajes de Facebook durante el periodo oficial de campaña electoral y se ha realizado una clasificación de estos en tres grupos de agentes: partidos conectivos, medios de comunicación y otros actores de acción conectiva. Se han utilizado técnicas de big data para analizar los mensajes y se ha aplicado el NRC Emotion Lexicon para medir las emociones presentes. Los hallazgos muestran la alta congruencia afectiva debido a que los mensajes tienen bajo contenido emocional. La presencia de la emoción “me divierte” en las reacciones asciende a casi la mitad. Esto puede ser un indicador de ironía y descontento de los usuarios hacia los mensajes publicados en el proceso electoral. En los casos con baja sintonía afectiva, destaca la sobredimensionalidad de la emoción “me divierte”. Estos resultados son relevantes desde el enfoque emotivista porque arrojan luz sobre la presencia de emociones en este tipo de debates que movilizan la opinión pública y, en ocasiones, otras dinámicas negativas que se alejan del ideal democrático.

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Citas

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