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

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

DOI:

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

Palavras-chave:

Sintonia afetiva, debate público digital, análise de redes sociais, eleições gerais

Resumo

Neste artigo, é analisado o nível de emotivismo no debate político digital no Facebook nas eleições gerais espanholas de 2023 com base em relatos oficiais e verificados de partidos, líderes políticos, meios de comunicação e usuários/usuárias. Um total de 34.968 mensagens do Facebook foi baixado durante o período oficial da campanha eleitoral e classificado em três grupos de agentes: partidos conectivos, meios de comunicação e outros atores de ação conectiva. Técnicas de big data foram usadas para analisar as mensagens e o NRC Emotion Lexicon foi aplicado para medir as emoções presentes. Os resultados mostram alta congruência afetiva porque as mensagens têm baixo conteúdo emocional. A presença da emoção “haha” nas reações chega a quase metade. Isso pode ser indicador de ironia e insatisfação dos usuários/das usuárias com relação às mensagens publicadas no processo eleitoral. Nos casos com baixa sintonia afetiva, destaca-se a superdimensionalidade da emoção “haha”. Esses resultados são relevantes a partir de uma abordagem emotivista, pois esclarecem a presença de emoções nesse tipo de debate que mobiliza a opinião pública e, às vezes, outras dinâmicas negativas que se afastam do ideal democrático.

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