Covid-19 vs. Cold Drop in Valencia
Comparative Analysis of the Impact of Operation Balmis and Operation Inundaciones Valencia 2024 on the Facebook Accounts of Involved Military Units
DOI:
https://doi.org/10.62161/revvisual.v17.5877Keywords:
Social Media, Crisis, Military Organizations, Facebook, Public Engagement, Emergeny Response, Institutional CommunicationAbstract
Social media plays a key role in institutional communication during crises. This study compares the impact of Spanish military organizations' Facebook posts during Operation Balmis (Covid-19) and Operation Valencia Floods 2024. The number of posts, likes, and comments were analyzed, along with their tone. All accounts provided extensive coverage, though some were more active. The public largely acknowledged their efforts, although criticism was stronger in Valencia at first. The study confirms that these accounts serve as an institutional platform to showcase the Armed Forces' work during emergencies.
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