Interaction, dialogue, and new politics. An experimental study in Andalusia

Introduction: the term "new politics” encompasses actions aimed at bringing politics closer to citizens, including the use of social media. In this regard, while the anticipated interactivity and two-way communication are widely dismissed considering studies conducted on the sender and the message, it is worth questioning what the public perception is on this matter. In this context, this research seeks to determine whether the public perceives social media as more dialogical compared to other more traditional channels. Specifically, the main objective of the article is to verify whether the medium (a social network or a consolidated print medium) and the ideology of the political sender influence the perception of the message in terms of closeness, interest, and interactivity. Methodology: a quasi-experimental study was conducted with 68 participants from Andalusia, the most populous region in Spain and the first where the far-right party Vox gained parliamentary representation. Results: participants found the message disseminated through social media to be more interactive; however, none of the channels genuinely promoted dialogue, and ideological stance did not influence the evaluation of the message. Discussion: the findings align with the principles of the so-called "new politics," as well as with the real conversational possibilities that social media offers. Conclusions: the discursive practices driven by political leaders and parties on social media continue to follow a one-way communication dynamic, a reality that is accepted by the younger electorate.