The Influence of the Negative Campaign on Facebook: The Role of Political Actors and Citizens in the Use of Criticism and Political Attack in the 2016 Spanish General Elections

Social media has become an essential platform in the field of digital political communication. In context accommodating electoral campaigns to and absence barriers freedom expression existing on these platforms, attacks rivals negative are increasing social media. This research analyzes use criticism Facebook by actors during campaign citizens’ reactions messages. The sample (n = 601) contains publications disseminated parties leaders general elections 26 June 2016 Spain. results show that is emerging resource communication strategy actors, mainly used opposition their candidates, who focus party leader Government. Attacks focused professional side rivals, although they also give a central role emotions. Citizens attracted prone interact with posts include this resource.