Las emociones como herramienta políticalos spots en las elecciones generales de 2023 en España

  1. Iván Sánchez-Marañón 1
  2. Jordi Rodríguez-Virgili 1
  1. 1 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

Revista:
Revista Panamericana de Comunicación

ISSN: 2683-2208

Ano de publicación: 2024

Volume: 6

Número: 2

Tipo: Artigo

DOI: 10.21555/RPC.V6I2.3200 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Revista Panamericana de Comunicación

Resumo

The study of emotions has gained relevance in political communication, especially their role in electoral campaigns. This article analyzes the use of emotions by political parties in Spain’s general election of July 23, 2023. The aim is to verify whether the hypotheses derived from laboratory studies and campaigns in other coun-tries were fulfilled in the Spanish context. A qualitative content analysis of the 112 electoral spots published by political parties with national presence and parliamentary representation on their main social networks (Twitter, Facebook, Instagram and YouTube) was carried out. Results show that emotions were present in 107 of the 112 spots. In them, pride and anger were the most common appeal, while fear played a secondary role. Likewise, differences were found between the use of emotions by the different parties and a significant relationship was observed between the emotion appealed to and the protagonist of the spot. The hypotheses were largely fulfilled in the Spanish context, although with certain limitations. In addition, the results show relevant trends in the use of emotions by political parties and show how elections and electoral campaigns increase polarization.

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