STYLES OF MANAGEMENT OF POLITICAL PROFILES ON TWITTER: IMAGE AND TEXT IN THE ACCOUNTS OF THE PARTIES IN THE CAMPAIGN OF 26J

Two aspects of the accounts of political parties on Twitter during the 26J campaign are analyzed: the semiotic structure of the tweets and its communicative function. The analysis of these two variables allows to conclude that 1) the accounts of the parties lack in general of an institutional voice, and have an echoic character over the accounts of the leaders, especially the candidates; 2) there is a balance between the use of text and image; 3) the predominant function is the quote tweet; 4) the accounts are uniform, only highlights IZQUIERDA UNIDA for its high rate of spectacularization of politics. In short, there is not a specific management style for the party's communication in the social network.