Nuevas funciones de Instagram en el avance de la "política espectáculo". Claves profesionales y estrategia visual de Vox en su despegue electoral.

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    • Alternate Title:
      New functions of Instagram in the progress of political spectacle: the key professional elements and visual strategy of Vox in its electoral debut.
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    • Abstract:
      In recent years, Instagram has become established as a powerful tool for electoral communication and building political leadership. Our objective herein is to analyze the audiovisual management of the leading party on this social media platform, Vox, in the key period of its political consolidation in Spain. The methodological design is based on content analysis. Using our own model, inspired by the structure of the five classic journalistic questions (5W), nine thematic and formal categories associated with spectacularization have been reviewed during two key periods of the electoral year 2019. The final sample includes 189 videos published via five official accounts belonging to the party with a significant volume of followers (between 735k and 21.9k). The results of this analysis provide three main contributions: the identification of an innovative use of Instagram that includes new functions such as mobilization and political attack; the identification of a reference model for audiovisual management of social media at three strategic levels (operational, thematic, and expressive); and the integration of the results into the current debate on the spectacularization of politics, the advance of populist discourse, and its democratic consequences. [ABSTRACT FROM AUTHOR]
    • Abstract:
      En los últimos años Instagram se ha consolidado como un potente canal de comunicación electoral y construcción de liderazgo político. Nuestro objetivo es analizar la gestión audiovisual del partido líder en esta red, Vox, en un período clave de su consolidación política en España. El diseño metodológico se basa en el análisis de contenido. A partir de un modelo propio, inspirado en la estructura de las cinco preguntas periodísticas clásicas (5W), se han revisado nueve categorías temáticas y formales asociadas a la espectacularización, durante dos períodos clave del año electoral 2019. Finalmente, integran la muestra 189 videos publicados en cinco cuentas oficiales del partido con un gran volumen de seguidores (entre 735k y 21,9k). El análisis realizado ofrece tres aportaciones principales: se detecta un uso innovador de Instagram que incluye nuevas funciones como la movilización y el ataque político; se identifica un modelo de referencia para la gestión audiovisual de medios sociales a partir de tres niveles estratégicos (operativo, temático y expresivo); e integra sus resultados dentro del debate actual sobre la espectacularización de la política, el avance del discurso populista y sus consecuencias democráticas. [ABSTRACT FROM AUTHOR]
    • Abstract:
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