<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2017000200093</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La campaña electoral en Internet: planificación, repercusión y viralización en Twitter durante las elecciones españolas de 2015]]></article-title>
<article-title xml:lang="en"><![CDATA[Electoral campaign on the Internet: Planning, impact and viralization on Twitter during the Spanish general election, 2015]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Campos-Domínguez]]></surname>
<given-names><![CDATA[Eva]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Calvo]]></surname>
<given-names><![CDATA[Dafne]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Valladolid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Valladolid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2017</year>
</pub-date>
<numero>29</numero>
<fpage>93</fpage>
<lpage>116</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2017000200093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2017000200093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2017000200093&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este estudio se centra en el uso partidario de Twitter en las elecciones generales de 2015, en España. El objetivo es conocer si la estrategia y planificación diseñada por los partidos tiene equivalencia con el resultado, en términos de viralización. Como método se aplican entrevistas a responsables de campaña y un análisis de contenido de los mensajes publicados. Las conclusiones permiten detectar que la estrategia en Twitter no resulta exitosa si no se considera la repercusión mediática tradicional.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study focuses on the partisan use of Twitter in the Spanish general election, 2015. The aim is to assess whether the strategy designed by the parties is equivalent to the result in terms of viralization. Methods used to study this social media were interviews to campaign managers and content analysis of messages published on the Net. The results show that electronic strategy on Twitter is not successful when traditional media impact is not considered.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comunicación política]]></kwd>
<kwd lng="es"><![CDATA[campaña electoral]]></kwd>
<kwd lng="es"><![CDATA[Internet]]></kwd>
<kwd lng="es"><![CDATA[Twitter]]></kwd>
<kwd lng="es"><![CDATA[España]]></kwd>
<kwd lng="en"><![CDATA[Political communication]]></kwd>
<kwd lng="en"><![CDATA[election campaign]]></kwd>
<kwd lng="en"><![CDATA[Internet]]></kwd>
<kwd lng="en"><![CDATA[Twitter]]></kwd>
<kwd lng="en"><![CDATA[Spain]]></kwd>
</kwd-group>
</article-meta>
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