Redes sociales en Ejército de Tierra: Un análisis de la operación de apoyo a la pandemia del covid-19 (operación Balmis) en España

• Delgado Bujedo, Diego ^[2] ; Lozano Blasco, Raquel ^[1]
  1. [1] Universidad de Zaragoza

     Universidad de Zaragoza

     Zaragoza, España

     
  2. [2] Ejército de Tierra
• Localización: RES. Revista Española de Sociología, ISSN 1578-2824, ISSN-e 2445-0367, Vol. 33, Nº. 3, 2024
• Idioma: español
• DOI: 10.22325/fes/res.2024.231
• Títulos paralelos:
  • Social Media in the Army. An Analysis of the Operation Supporting the covid-19 Pandemic (Operation Balmis) in Spain
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    La pandemia originada por la covid-19 conllevó la ejecución de operaciones militares de apoyo civil. Concretamente en España se efectuó la operación Balmis. Se presenta una investigación basada en analítica de redes sociales que monitorizó las cuentas institucionales de Twitter, Instagram y Facebook del Ejército de Tierra del 01/01/2020 al 28/09/2020, con la finalidad de analizar el comportamiento de los perfiles, así como la reacción de la comunidad digital. Se efectuó un análisis de sentimiento de un corpus total de 2.151 publicaciones y 136.171 comentarios. Se aplicaron pruebas de comparación de medias entre las fases, pre-Balmis, Balmis y post-Balmis para estudiar la existencia de diferencias. Los resultados mostraron cambios significativos entre fases en materia de polaridad, emociones y cluster. Así como un incremento significativo de actividad en Twitter y Facebook. Se discute sobre las preferencias de la población hacia las publicaciones con temáticas basadas en la compasión, la pro-actividad y empatía de dicha institución.

  • English

    The pandemic originated by covid-19 led to the execution of military operations in support of civil efforts. Specifically, in Spain, Operation Balmis was carried out. This study presents research based on social network analytics that monitored the institutional Twitter, Instagram, and Facebook accounts of the Spanish Army from 01/01/2020 to 28/09/2020, with the aim of analyzing profile behavior and the digital community's reaction. A sentiment analysis was conducted on a total corpus of 2,151 posts and 136,171 comments. Mean comparison tests were applied between phases - pre-Balmis, Balmis, and post-Balmis - to study the existence of differences. The results showed significant changes between phases regarding polarity, emotions, and clusters, as well as a significant increase in activity on Twitter and Facebook. Discussion revolves around the population's preferences for posts centered on themes of compassion, proactivity, and empathy from the institution.

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