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.

Publication
In I. Crespo et al. (eds.), Diccionario Enciclopédico de Comunicación Política. 2nd Edition. Madrid: Centro de Estudios Políticos y Constitucionales
Bastián González-Bustamante
Bastián González-Bustamante
DPhil (PhD) Researcher

DPhil (PhD) Researcher in the Department of Politics and International Relations and St Hilda’s College at the University of Oxford, United Kingdom.

Diego Sazo
Diego Sazo
MRes/PhD Student in Political Science

MRes/PhD Student in Political Science at the London School of Economics and Political Science (LSE), United Kingdom.