Estrategia programática en Instagram de los candidatos en las elecciones autonómicas de la Comunidad de Madrid 2021

Abstract

The research analyzes the use of the social network Instagram as a tool for the dissemination of party programmatic lines in the elections to the Community of Madrid in 2021. For this purpose, attention is paid to the man- agement and visibility of the candidates' posts, the thematic composition of the electoral programs and their argumentation in the social network, as well as the possible strategies used in this field as a complement to the celebrity of the leader. Using a methodology based on content analysis, complemented by quali- tative analysis, a sample of 377 posts published on the profiles of the six candi- dates for the regional presidency were studied. The study addresses variables such as the post type, the scene of action, the prominence of the leader and the propagandistic argument. The results show the potential of Instagram in the dissemination of political action plans despite the lack of a common strategy to promote it as a real communication channel with the electorate. In addition, the personalization of the candidate, the ideological component of the posts and the determination of the election news during the campaign are required.