Narrativa de campaña en Instagram: espectáculo y autorrepresentación de candidatos. El caso de las elecciones generales 2019

Abstract

This article aims to analyze the strategies used by political parties on Instagram posts during the election campaign of November 10, 2019, in terms of their content and media resources, in a politainment environment. A total of 655 publications were analyzed, coming from state and autonomous Catalan parties, through content analysis with quantitative and interpretative focus. From a comparative point of view, a gap is found between new and old political parties in the use of Instagram, and it is evident that the use of per- sonalization varies between formations. In the case of Catalan parties, the campaign is mixed with the effects of the situation of their former leaders. With some exceptions, the programmatic proposals during the campaign are blurred in almost all cases. It is concluded that, on Instagram, the electoral narrative is constructed as a narrative of staged self-referential actions, with the context of the political events in the Catalan case.