Twitch como herramienta de comunicación política: análisis de potencialidades

Abstract

The digital platform ecosystem has a mix of new players, innovations, and trends. To this must be added an increase in political disaffection, polarization, and disinformation. Twitch was created to entertain; here, we study its use for political communication, positing whether it can reach specific age segments, such as young people. The study presents an exploratory analysis of the Twitch profiles of the main political parties of the Spanish Congress of Deputies, specifically, PSOE and VOX, the only ones with a presence on that network. Profiles of Spanish, European and international political representatives and parties are also explored to broaden the scope of the analysis. Among the advantages are modernity, loyalty capacity, the potential to reach new voters in times of polarization, and the possibility to monetize content to fund campaigns. Challenges include the need to experiment with new formats, the increase of politainment, the need to create own narratives, and the opportunity to create new channels or increase the presence in existing ones. Twitch can contribute to the rapprochement between the political class and the citizenry, especially in young segments, more distant from politics. Trying out new proposals and rhetoric of proximity, connecting directly and persuasively with the most elusive audience and breaking the most inoperative polarizations may be some of the benefits derived from using Twitch due to its characteristics: livestream hegemony , interaction, engagement, loyalty, low advertising saturation, and a young audience.

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