El uso electoral de Twitter por parte de Podemos y Ciudadanos: un estudio de caso sobre el uso de esta plataforma en la campaña electoral de las elecciones generales de diciembre del 2015

The main objective of this paper is to analyze the messages that were released from Podemos' and Ciudadanos' profiles on Twitter during the period of the election campaign for the general elections of December 2015. Consequently, the theoretical approach is discussed from the perspective of political marketing, the theorizing of election campaigns and the playful theory of political communication. Consistent with the above, the 2181 tweets that constitute our sample will be analyzed through the language games as the main methodological tool, and also by the specific frame analysis as a complementary technique. In addition, we also propose to conduct semi-structured interviews in depth to see how an election campaign is managed through social media, how it is coordinated with the overall campaign and what importance do political parties give to interaction with users.