Public Relations, Political Communication and Audiovisual Narrative: Electoral Spot of the Partido Popular in the elections to the Assembly of Madrid in 2021.

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Published: Mar 14, 2022
DOI: https://doi.org/10.35742/rcci.2022.27.e253
Keywords:
Electoral communication, Audiovisual analysis, Narrative, Video, Spot, Propaganda, Politics, Partido Popular, Madrid., Electoral communicatin, Audiovisual analysis, Narrative, Spot, Propaganda, Politics, Partido Popular, Madrid

Main Article Content

José Ángel Fernández Holgado
Universidad de VIgo
Iván Puentes-Rivera
Universdad de Vigo
Julia Fontenla-Pedreira
Universidad de Vigo

Abstract













Introduction: Faced with the threat of a censure motion and with favorable polling for vote intention, the Popular Party of Madrid called for early elections on May 4, 2021, breaking with Ciudadanos, its government partner. The "Libertad" spot featuring Isabel Díaz Ayuso is analyzed, highlighting the policies implemented in the Community of Madrid during the Covid-19 pandemic. Methodology: A frame-by-frame breakdown of the video was performed, analyzing visual elements, sound, and graphic resources. Results: The analysis shows that the video does not succeed in reinforcing the popular candidate's image positively, being perceived as unrealistic and manipulated. It also fails to defend the proposed liberal ideology, showing a version of freedom that may be offensive to those affected by Covid-19, by ignoring the consequences of pandemic management. Discussion: The effectiveness of the PP of Madrid's communication strategy and its impact on the public perception of the health crisis management and the candidate are discussed. Conclusions: The "Libertad" spot by the Popular Party of Madrid fails in its communicative objectives, highlighting the risks of using messages that can be interpreted as insensitive or disconnected from the reality of citizens affected by the pandemic.













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How to Cite
Fernández Holgado, José Ángel, Iván Puentes-Rivera, and Julia Fontenla-Pedreira. 2022. “ Political Communication and Audiovisual Narrative: Electoral Spot of the Partido Popular in the elections to the Assembly of Madrid in 2021”. Revista de Ciencias de la Comunicación e Información 27 (March). https://doi.org/10.35742/rcci.2022.27.e253.
Issue
Vol. 27 (2022)
Section
PUBLIC RELATIONS AND TRUST
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Author Biographies

José Ángel Fernández Holgado, Universidad de VIgo

José Ángel Fernández-Holgado

Ph.D. in Communication from the Universidad de Vigo. Bachelor’s degree in Audiovisual Communication from the Universidad de Vigo, Master's Degree in Secondary Education from the Universidad de Vigo, and Higher Technician in Audiovisual and Show Production, from the Escuela de Imagen y Sonido de A Coruña. He works as PDI in the Degree of Digital Creation, Animation, and Video Games and the Master’s degree in Design, Development, and Marketing of video games at the Universidad de A Coruña.

Orcid ID: https://orcid.org/0000-0003-0625-0177  

Google Scholar: https://scholar.google.com/citations?user=THHp3NcAAAAJ&hl=es

Iván Puentes-Rivera, Universdad de Vigo

Ph.D. in Communication, Master’s degree in Research in Communication, and Bachelor’s Degree in Advertising and Public Relations from the Universidad de Vigo, he is currently accredited as Associate Professor and is an Assistant Professor in the Faculty of Social Sciences and Communication of the UVigo (Pontevedra Campus), in which he teaches various subjects related to electoral and institutional communication, the professional practice of public relations, or advertising in the Degrees in Advertising and Public Relations and Audiovisual Communication. He is also a member of the research group CP2: Persuasive Communication at the Universidad de Vigo, Technical Secretary of XESCOM (International Research Network on Communication Management), Secretary of AGACOM (Galician Association of Researchers in Communication), and member of the Board of Directors of AIRP (Association of Researchers in Public Relations).

Orcid ID: https://orcid.org/0000-0003-1982-0984

Google Scholar: https://scholar.google.es/citations?user=6pZK8ecAAAAJ&hl=es

Julia Fontenla-Pedreira , Universidad de Vigo

Julia Fontenla-Pedreira

Bachelor’s Degree in Journalism from the Universidad de Santiago de Compostela and Master’s Degree in Language and Business Communication from the Universidad de Vigo. Predoctoral researcher in FPI training linked to the R+D+I project (Challenges) "DEBATv, Debates Electorales Televisados en España: Modelos, Proceso, Diagnóstico y Propuesta" (Ref. CSO2017-83159-R), financed by the Ministry of Economy, Industry, and Competitiveness (MINECO), the State Research Agency (AEI), and the European Regional Development Fund (ERDF) of the European Union (EU).

Orcid ID: https://orcid.org/0000-0001-8770-4761

Google Scholar: https://scholar.google.com/citations?view_op=list_works&hl=es&user=rtGQE6AAAAAJ

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