Veni, vidi, Facebooked-live: análisis del éxito de Matteo Salvini en Facebook

Autors/ores

  • Laura Cervi Investigadora, Departamento de Periodismo y Ciencias de la Comunicación, Facultad de Ciencias de la Comunicación, Universidad Autónoma de Barcelona (UAB).

Paraules clau:

populismo 2.0, redes sociales, Facebook, comunicación política, Italia, Matteo Salvini, populism 2.0, social network, political communication, Italy

Resum

Revista CIDOB d’Afers Internacionals, nº 124
Cuatrimestral (enero-abril 2020)
ISSN:1133-6595 | E-ISSN:2013-035X
DOI: doi.org/10.24241/rcai.2020.124.1.99

 

Muchos investigadores han postulado la existencia de una afinidad electiva entre el populismo y las redes sociales. No obstante, pocos estudios han abordado las especificidades de la comunicación populista en línea. Este artículo analiza el uso de Facebook por parte de Matteo Salvini –líder del partido italiano Lega (Liga) y el político europeo con más seguidores en esta red social– y concretamente de su aplicación de retransmisión en vivo, con el objetivo de desvelar cuáles son las herramientas comunicativas características del populismo 2.0. La investigación parte de un enfoque multimodal de triangulación de tres métodos (el digital, el análisis audiovisual y el análisis semántico del texto basado en cláusulas) y concluye que el discurso de Salvini presenta todas las características típicas del populismo, con la novedad de su perfecta adaptación a las potencialidades (affordances) de las redes sociales.

Referències

AGCOM-Autorità per le Garanzie nelle Comunicazioni. «Osservatorio sulle Comunicazioni n. 3/2019». AGCOM, Servizio Economico Statistico, (16 de octubre de 2019) (en línea) [Fecha de consulta: 11.12.2019] https://www.agcom.it/documents/10179/16634063/Documento+generico+16-10-2019/8391d4c6-47c0-4099-8543-28e36214986b?version=1.1

Albertazzi, Daniele; Giovannini, Arianna y Seddone, Arianna. «No Regionalism Please, We Are Leghisti! The Transformation of the Italian Lega Nord Under the Leadership of Matteo Salvini». Regional and Federal Studies, vol. 28, n.º 5 (2018), p. 645-667.

Albertazzi, Daniele y McDonnell, Duncan (eds.). Twenty-first century populism. The spectre of western European democracy. Basingstoke: Palgrave Macmillan, 2015 [2007].

Andén-Papadopoulos, Kari. «Media witnessing and the ‘crowd-sourced video revolution’». Visual Communication, vol. 12, n.º 3 (2013), pp. 341-357.

Arias Maldonado, Manuel. La democracia sentimental. Barcelona: Página Indómita, 2016.

Arzheimer, Kai. «Electoral Sociology: Who Votes for the Extreme Right and Why – and When?». En: Backes, Uwe y Moreau, Patrick (eds.). The Extreme Right in Europe. Current Trends and Perspectives. Göttingen: Vendenhoeck & Ruprecht, 2012, p. 35-50.

Aslanidis, Paris. «Measuring populist discourse with semantic text analysis: an application on grassroots populist mobilization». Quality and Quantity, vol. 52, (2018), p. 1.241-1.263.

Bannon, Steve. «MATTEO SALVINI». Times Magazine, 2019 (en línea). [Fecha de consulta: 14.12.2019] https://time.com/collection/100-most-influential-people-2019/5567766/matteo-salvini/

Baroncelli, Daniele. «Politici Italiani su Facebook». Politica su Facebook, 2019 (en línea) [Fecha de consulta: 12.12.2019] https://www.politicasufacebook.it/politici/

Bartlett, Jaime. «Populism, social media and democratic strain». En: Lodge, Guy y Gottfried, Glenn (eds.). Democracy in Britain: Essays in honour of James Cornford. Londres: Institute for Public Policy Research, 2014, p. 91-96.

Bennett, W. Lance y Manheim, Jarool. «The one-step flow of communication». Annals, vol. 608, n.º 1 (2006), p. 213-232.

Betz, Hans-Georg. Radical right-wing populism in Western Europe. Nueva York: St. Martins Press,1994.

Bobba, Giuliano. «Social Media Populism: Features and ‘Likeability’ of Lega Nord Communication on Facebook». European Political Science, vol. 18, n.º 1 (2019), p. 11-23.

Canovan, Margaret. Populism. Londres: London Junction, 1981.

Cervi, Laura. «Similar Politicians, Different Media. Media Treatment of Sex Related Scandals in Italy and the USA». Medijske studije, vol. 10, n.º 19 (2019), p. 161-179.

Cervi, Laura y Roca, Nuria. «La modernización de la campaña electoral para las elecciones generales de España en 2015. Hacia la americanización?». Comunicación y Hombre, vol. 13, (2017), p. 133-150.

Chadwick, Andrew. The Hybrid Media System: Politics and Power. Oxford: Oxford University Press, 2017 [2013].

Colleoni, Elanor; Rozza, Alessandro y Arvidsson, Adam. «Echo Chamber or Public Sphere? Predicting Political Orientation and Measuring Political Homophily in Twitter Using Big Data». Journal of Communication, vol. 64, n.º 2 (2014), p. 317-332.

De Sousa Nunes, Ana Lúcia y Cervi, Laura. «Video activism in the Brazilian protests: Genres, narratives and political participation». Northern Lights, vol. 15, n.º 1 (2017), p. 69-88.

Engesser, Sven; Ernst, Nicole; Esser, Frank y Büchel, Florin. «Populism and social media: How politicians spread a fragmented ideology». Information, Communication & Society, vol. 20, n.º 8 (2017), p. 1.109-1.126.

European Parliament. Parlemeter 2019. Heeding the Call Beyond the Vote a Stronger Parliament to Listen to Citizens Voices. Bruselas: Unión Europea, 2019 (en línea) [Fecha de consulta: 11.12.2019] https://www.europarl.europa.eu/pdf/eurobarometre/2019/parlemeter-2019-heeding-the-call-beyond-the-vote/report/en-report.pdf

Franzosi, Roberto. Quantitative Narrative Analysis. Thousand Oaks: Sage, 2010.

Gerbaudo, Paolo. «Populism 2.0: Social media activism, the generic Internet user and interactive direct democracy». En: Trottier, Daniel y Fuchs, Christian (eds.). Social media, politics and the state: Protests, revolutions, riots, crime and policing in the Age of Facebook, Twitter and YouTube. Abingdon: Routledge, 2015, p. 67-87.

Gerbaudo, Paolo. «Social media and populism: An elective affinity?». Media, Culture & Society, vol. 40, n.º 5 (2018), p. 745-753.

Groshek, Jacob y Engelbert, Jiska. «Double differentiation in a cross-national comparison of populist political movements and online media uses in the United States and the Netherlands». New Media & Society, vol. 15, n.º 2 (2013), p. 183-202.

Hameleers, Michael; Bos, Linda y De Vreese, Claes. «They Did It: The Effects of Emotionalized Blame Attribution in Populist Communication». Communication Research, vol. 44, n º 6 (2017), p. 870-900.

Hawkins, Kirk; Riding, Scott y Mudde, Cas. «Measuring populist attitudes. Political Concepts: Committee on Concepts and Methods». Working Paper Series, vol. 55 (2012), p. 1-35.

Innerarity, Daniel. «Democracy without Politics: Why Democracy Can Seriously Harm Democracy». Studies in Media and Communication, vol. 5, n.º 2 (2017), p. 76-84.

Jagers, Jan y Walgrave, Stefaan. «Populism as political communication style: An empirical study of political parties’ discourse in Belgium». European Journal of Political Research, vol. 46, n.º 3 (2007), p. 319-345.

Jewitt, Carey. «An introduction to multimodality». En: Jewitt, Carey (ed.). The Routledge Handbook of Multimodal Analysis. Nueva York: Routledge, 2014, p. 14-27.

Johnston, Hank. «Verification and Proof in Frame and Discourse Analysis». En: Klandermans, Bert y Staggenborg, Suzanne (ed.). Methods of Social Movement Research. Minneapolis: The University of Minnesota Press, 2002, p. 62-91.

Khosravinik, Majid. «Right wing populism in the west: Social media discourse and echo chambers». Insight Turkey, vol. 19, n.º 3 (2017), p. 53-68.

Khosravinik, Majid. «Social Media Techno-Discursive Design, Affective Communication and Contemporary Politics». Fudan Journal of the Humanities and Social Sciences, vol. 11, (2018), p. 427-442.

Klinger, Ulrike y Svensson, Jakob. «Network media logic: Some conceptual considerations». En: Bruns, Axel; Enli, Gunn; Skogerbo, Eli; Larsson, Anders Olof y Christensen, Christian (ed.). The Routledge companion to social media and politics. Nueva York: Routledge, 2016, p. 23-38.

Koopmans, Ruud y Muis, Jasper. «The Rise of Right-Wing Populist Pim Fortuyn in the Netherlands: A Discursive Opportunity Approach». European Journal of Political Research, vol. 48, n.º 5 (2009), p. 642-664.

Kriesi, Hanspeter. «The populist challenge». West European Politics, vol. 37, n.º 2 (2014), p. 361-378.

Kriesi, Hanspeter; Grande, Edgar; Lachat, Romain; Dolezal, Martin; Bornschier, Simon y Frey, Timotheos. «Globalization and the transformation of the national political space: Six European countries compared». European Journal of Political Research, vol. 45, n.º 6 (2016), p. 921-956.

Martini, Michele. «Online distant witnessing and live-streaming activism: Emerging differences in the activation of networked publics». New Media & Society, vol. 20, n.º 11 (2018), p. 4.035-4.055.

Mudde, Cas. Populist radical right parties in Europe. Cambridge: Cambridge University Press, 2007.

Mudde, Cas y Rovira Kaltwasser, Cristobál. Populism: a very short introduction. Oxford: Oxford University Press, 2017.

Osservatorio di Pavia. Media Analysis and Research. Pavia: 2019 (en línea) [Fecha de consulta: 11.12.2019] https://www.osservatorio.it/en/

Panizza, Francisco (ed.). Populism and the Mirror of Democracy. Londres: Verso, 2005.

Pariser, Eli. The filter bubble: What the Internet is hiding from you. Londres: Penguin, 2011.

Pasquino, Gianfranco. «Populism and democracy». En: Albertazzi, Daniele y McDonnell, Duncan (eds.). Twenty-First Century Populism: The Spectre of Western Democracy. Basingstoke: Palgrave Macmillan, 2008, p.15-29.

Passarelli, Gianluca y Tuorto, Dario. La Lega di Salvini: Estrema destra di governo. Boloña: Il Mulino, 2018.

Popping, Roel y Roberts, Carl W. «Semantic text analysis and the measurement of ideological developments within fledgling democracies». Social Science Information, vol. 54, n.º 1 (2015), p. 23-37.

Rieder, Bernard. «Studying Facebook via Data Extraction: The Netvizz Application». En: Davis, Hugh y Halpin, Harry (ed.). Proceedings of the 5th Annual ACM Web Science Conference. Nueva York: ACM, 2013, p. 346-355.

Rooduijn, Mattijs. «State of the field: How to study populism and adjacent topics? A plea for both more and less focus». European Journal of Political Research, vol. 58, n.º 1 (2019), p. 362-372.

Sunstein, Cass. Republic 2.0. Princeton, NJ: Princeton University Press, 2001.

Thorburn, Elise. «Social reproduction in the live stream». TripleC: Communication, Capitalism & Critique. Journal for a Global Sustainable Information Society, vol. 15, n.º 2 (2017), p. 423-440.

Tufekci, Zeynep. «Algorithmic harms beyond Facebook and Google: Emergent challenges of computational agency». Journal on Telecommunication & High Technology Law, vol. 13, (2015), p. 203-445.

Urbinati, Nnadia. Democracy Disfigured: Opinion, Truth and the People. Cambridge, MA: Harvard University Press, 2014.

Vallespín, Fernando y Martínez-Bascuñán, Máriam. Populismos. Madrid: Alianza Editorial, 2017.

Publicades

2024-03-13

Com citar

Cervi, L. (2024). Veni, vidi, Facebooked-live: análisis del éxito de Matteo Salvini en Facebook. Revista CIDOB d’Afers Internacionals, (124), 99–122. Retrieved from https://recyt.fecyt.es/index.php/cidob/article/view/105032