Campaña viral
Abstract
This entry defines a viral campaign as a word-of-mouth process, in which the political messages associated with candidates or political parties are shared and transmitted exponentially among users with digital devices. In order to be viral, the transmission must have a growth rate higher than one, which implies that each receptor re-transmit the message at least two people.
Type
Publication
In I. Crespo, O. D`Adamo, V. García Beaudoux, and A. Mora (eds.), Diccionario Enciclopédico de Comunicación Política. 2nd Edition (pp. 68-70). Madrid: Centro de Estudios Políticos y Constitucionales
Bastián González-Bustamante
Post-doctoral Researcher
Post-doctoral Researcher in Computational Social Science and a lecturer in Governance and Development at the Institute of Public Administration at the Faculty of Governance and Global Affairs at Leiden University, Netherlands. Lecturer at the School of Public Administration at Universidad Diego Portales and Research Associate in Training Data Lab, Chile.