Algorithmic communication and political parties: Automation of production and flow of messages

Abstract

Algorithms in the strategies of political parties are becoming increasingly significant, particularly with the use of big data and the inclusion of the automation in the production and circulation of online content obtained from personal data. This paper studies the scope of algorithmic political communication, its strengths, weaknesses and implications in democracy in order to measure the real scenario of robotized information in parties. A qualitative analysis is designed based on in-depth interviews with political advisors and consultants. The results highlight the widespread implementation of algorithmic political communication in the main Spanish parties, although their level of development is irregular. It’s detected that automated information systems are being used primarily in the pre-production and circulation phase of the message and are beginning to be implemented in the production phases. Robots advance in their path as infomediaries between politicians and citizens.