Once More, with Feeling! Digital Campaigns and Emotional Candidacies in X in Andalusia and Castilla y León

Sergio Pérez-Castaños, Juana María Ruiloba-Núñez
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Abstract

In 2022, two regional elections were held that initiated a new electoral cycle in Spain. The first, in February, took place in Castilla y León where, for the first time, the extreme right-wing party, VOX, formed a coalition in a regional government with the right-wing Partido Popular, while, simultaneously, the extreme left-wing party Podemos was barely left with parliamentary representation. The second, in June in Andalusia, led to VOX increasing its representation by two seats and beginning its national level electoral growth; the far-left that was split in two parties, finding that the dynamic that began in Castilla y León also affected them as they lost 10 representatives. This article seeks to compare the emotional strategies of these extremist parties in the 2022 regional elections, focusing especially on leaders’ and parties’ communication strategies on X, formerly Twitter, during the electoral campaign. We expect to find differences between political parties but also between regions. To test this, we carried out an ‘X account content analysis’. We selected those accounts representing the candidates to the regional President and also the main political party accounts in the regions: namely VOX in both regions, Podemos in Castilla y León, and Adelante Andalucía and Por Andalucía in Andalusia.
再来一次,带着感情!数字运动和情感候选人在X在安达卢西亚和卡斯蒂利亚León
2022年,西班牙举行了两次地区选举,开启了新的选举周期。第一次是2月份在卡西提亚León举行的,在那里,极右翼政党VOX首次与右翼的人民党(Partido Popular)组成了一个地区政府联盟,而与此同时,极左翼政党Podemos几乎没有获得议会代表席位。第二次是6月在安达卢西亚举行的选举,使VOX的代表人数增加了两个席位,并开始在全国范围内扩大;他们发现始于卡斯蒂利亚León的动态也影响了他们,因为他们失去了10名代表。本文试图比较这些极端主义政党在2022年地区选举中的情绪策略,特别关注领导人和政党在竞选期间在X(以前的Twitter)上的沟通策略。我们希望在政党之间以及地区之间找到分歧。为了验证这一点,我们进行了“X账户内容分析”。我们选择了代表地区总统候选人的账户,以及该地区主要政党的账户:即两个地区的VOX,卡塞利亚的Podemos León,安达卢西亚的Adelante Andalucía和Por Andalucía。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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