The Moncloa in Twitter: A quantitative analysis in the post-COVID era

ABSTRACT

Introduction: The end of the acute phase of the pandemic, begins a return to normality in coexistence with the Coronavirus. Thus, a period of transition and social, political and economic uncertainty begins that, for WHO and WEF, could imply a global reset from more balanced principles. The objective of this work is to identify the keys that mark the relational behavior of the Government of Spain on Twitter from its official account @DesdelaMoncloa, in relation to these principles and the interests of the population. Methodology: Multivariate quantitative analysis (content analysis) is performed in SPSS SPSS (Krippendorff alpha coefficient = 0.867) over a corpus of 2735 tweets issued between April 1, 2021 and March 30, 2022. Results: The results show a higher prevalence of content with an institutional and economic character, the use of a formal/solemn language, and regularity in broadcast frequency by date and time (Jordan, 2017, Acebes and Montanera, 2019). Discussion and conclusions: Twitter is consolidated as a powerful relationship management tool in the institutional field (Marcos-García, 2021, Castillo-Esparcia et al., 2020a) aimed at building trust in public opinion (Greenhill, 2020, Hucker, 2020), but it is observed A) a significant mismatch between the themes of the messages issued and the interests of the population in this period of transition and, b) consolidates the theses that highlight an institutional underutilization of its interactive potential (Rivas-de-Roca et al., 2021). © 2023, University of La Laguna. All rights reserved.