000117459 001__ 117459
000117459 005__ 20230914083443.0
000117459 0247_ $$2doi$$a10.15581/003.35.2.53-69
000117459 0248_ $$2sideral$$a128768
000117459 037__ $$aART-2022-128768
000117459 041__ $$aeng
000117459 100__ $$aPallarés-Navarro, S.
000117459 245__ $$aSantiago Abascal’s twitter and instagram strategy in the 10 november 2019 general election campaign: a populist approach to discourse and leadership?
000117459 260__ $$c2022
000117459 5060_ $$aAccess copy available to the general public$$fUnrestricted
000117459 5203_ $$aWhile the scholarly consensus is that VOX is a far-right political party in European terms, questions remain regarding whether or not its politics contain elements of populism. This research paper explores the Twitter and Instagram strategy deployed by Santiago Abascal, leader of VOX, during the 10 November 2019 general election campaign to assess whether his messaging includes characteristic features of populist rhetoric, to analyze the uses to which he puts social media, and to understand the features of the leadership he projects via social networks. The research methodology is content analysis applied to the 136 and 26 posts on Abascal’s Twitter and Instagram accounts, respectively, during the election campaign. The findings suggest that Abascal’s discourse is marked by a conservative and nativist form of Spanish nationalism; however, it is also shaped by an anti-establishment rhetoric and antagonistic message that pits la España Viva ‘Living Spain’] against la dictadura progre ‘the progressive dictatorship’], reflecting the inclusion of some features of populism. A further conclusion is that these social media platforms are the preferred propaganda tools used to communicate the candidate’s agenda, although each network evinces certain distinctive characteristics: Twitter channels a polarizing message via aggressive and critical rhetoric, whereas Instagram posts are designed to show the human side of the candidate’s profile. Thus, it would seem that the aim is to articulate a populist-inflected form of charismatic leadership. © 2022 Communication & Society.
000117459 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000117459 594__ $$a2.5$$b2022
000117459 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000117459 700__ $$0(orcid)0000-0002-8558-9605$$aZugasti, R.$$uUniversidad de Zaragoza
000117459 7102_ $$15013$$2675$$aUniversidad de Zaragoza$$bUnidad Predepartam. Period.Co.$$cÁrea Periodismo
000117459 773__ $$g35, 2 (2022), 53-69$$pComun. soc.$$tComunicación y Sociedad$$x0214-0039
000117459 8564_ $$s293802$$uhttps://zaguan.unizar.es/record/117459/files/texto_completo.pdf$$yVersión publicada
000117459 8564_ $$s2389389$$uhttps://zaguan.unizar.es/record/117459/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000117459 909CO $$ooai:zaguan.unizar.es:117459$$particulos$$pdriver
000117459 951__ $$a2023-09-13-12:23:02
000117459 980__ $$aARTICLE