Microtargeting and electoral segmentation in advertising and political communication through social networks: case study

Abstract

Western political debate, like other areas, has entered the digital world. Political actors have had to adapt to new communication strategies linked to technology in general and to social networks in particular. A new debate has opened that has provoked changes in the traditional system of political communication with its different audiences. Thus, the configuration of negotiation and dominance in democratic systems is linked to technological change. This research aims to provide a descriptive interpretation of the role of social networks, specifically Facebook, by the Popular Party to win the elections of June 26, 2016 in Spain. How the strategies of microtargeting, data mining and geolocation were hollowed out in order to capture the indecisive vote and thus obtain the seats necessary to expand the electoral advantage. To this end, a comparison will be made with Barack Obama's campaigns in 2008 and especially 2012, which were also carried out by The Messina Group (TMG) and whose results were a great success. The results show that Facebook is one of the social networks more successfully used in the campaigns.