<?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>S0188-252X2017000200117</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Interactividad en Twitter: el efecto de la identidad partidista sobre la evaluación de candidatos políticos y sobre sus intenciones de voto]]></article-title>
<article-title xml:lang="en"><![CDATA[Interactivity in Twitter: Effects of party identity on the evaluation of political candidates and on their vote intentions]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alvídrez]]></surname>
<given-names><![CDATA[Salvador]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Monterrey  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</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>117</fpage>
<lpage>137</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2017000200117&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2017000200117&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2017000200117&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este trabajo tuvo como propósito analizar de qué forma la identidad partidista de los usuarios afecta la forma de evaluar a una candidata política en su cuenta de Twitter en función de su interactividad. Los resultados de un experimento mostraron que los usuarios con una alta identificación partidista -comparado con una baja identificación- evaluaron mejor a su candidata cuando esta mostraba mayor interacción con sus seguidores.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The purpose of this work is to analyze the extent that users&#8217; party identification affects the way in which they evaluate a political candidate from interacting with her followers in Twitter. The results of an experimental design showed that high-identified users -in contrast to low-identified ones- assessed their in-group candidate better when her interactivity level was higher.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Interactividad]]></kwd>
<kwd lng="es"><![CDATA[identidad partidista]]></kwd>
<kwd lng="es"><![CDATA[Twitter]]></kwd>
<kwd lng="es"><![CDATA[identidad social]]></kwd>
<kwd lng="es"><![CDATA[participación política online]]></kwd>
<kwd lng="en"><![CDATA[Interactivity]]></kwd>
<kwd lng="en"><![CDATA[party identity]]></kwd>
<kwd lng="en"><![CDATA[Twitter]]></kwd>
<kwd lng="en"><![CDATA[social identity]]></kwd>
<kwd lng="en"><![CDATA[online political participation]]></kwd>
</kwd-group>
</article-meta>
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