From likes to votes: a cross-border analysis of Facebook campaigning in Albania and Kosovo’s 2021 elections

Dren Gërguri; Jonila Godole; Muhamet Jahiri

doi:10.12804/revistas.urosario.edu.co/disertaciones/a.14790

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De los ‘me gusta’ a los votos: un análisis transfronterizo de las campañas de Facebook en las elecciones de 2021 en Albania y Kosovo

DOI: https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.14790

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Publicado: jul 1, 2025

Número: Vol. 18 Núm. 2 (2025): Desinformación y comunicación política: conexiones y fricciones en un entorno cambiante

Sección Avances (Tema Abierto)

Palabras clave: Covid-19 elecciones Facebook propiedad de los temas campañas en línea participación de los votantes

Autores/as

Dren Gërguri
University of Prishtina, Kosovo

Jonila Godole
University of Tirana, Albania

Muhamet Jahiri
University of Prishtina, Kosovo

Resumen

Este estudio explora las campañas políticas en línea durante las elecciones nacionales de 2021 en Albania y Kosovo, haciendo hincapié en el papel de Facebook como plataforma principal de campaña en medio de la pandemia de Covid-19. Basada en el concepto de propiedad de los temas dentro de la comunicación política en el contexto de los Balcanes Occidentales, la investigación explora los principales temas y tácticas utilizadas por los partidos políticos para asegurar los votos del electorado. Empleando la codificación manual de DigiWorld de 2056 publicaciones de Facebook durante cuatro semanas, nuestros hallazgos resaltan disparidades significativas en los niveles de participación en asuntos clave como la salud y la economía, subrayando la interacción matizada entre la propiedad de los temas digitales y la participación de los votantes. La investigación de análisis de contenido descubrió un patrón sorprendente: los partidos gubernamentales mostraron niveles más altos de participación en las discusiones relacionadas con Covid-19, contrariamente a nuestras expectativas. Sin embargo, los partidos de la oposición lideraron las interacciones para todos los temas. En particular, las publicaciones sobre la economía, los problemas rurales, el empleo y la infraestructura provocaron una mayor participación pública, lo que enfatiza su importancia en el panorama político digital.

Cómo citar

Gërguri, D., Godole, J., & Jahiri, M. (2025). De los ‘me gusta’ a los votos: un análisis transfronterizo de las campañas de Facebook en las elecciones de 2021 en Albania y Kosovo. Anuario Electrónico De Estudios En Comunicación Social "Disertaciones", 18(2). https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.14790

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