Resumen

ZARAUZA-CASTRO, Jorge  y  MENDEZ-MUROS, Sandra. Emotions and political leadership in the 2022 Andalusian Parliament elections in X. Universitas [online]. 2024, n.41, pp.205-225. ISSN 1390-8634.  https://doi.org/10.17163/uni.n41.2024.08.

Social networks have become in recent years as essential elements in order to building political discourses, especially in electoral periods. Political parties develop specific strategies to communicating with their constituents through these platforms, based on leadership and the use of emotions. This research aims to analyze the communication strategies deployed by political leaders on X during the Andalusian Parliament election campaign in 2022, and for this purpose, a quantitative and qualitative content analysis methodology is applied to a sample of 690 tweets in the personal accounts of the candidates of the six parties with parliamentary representation. An advance of the results points to a communicative planning previously designed, that builds a discourse based on thematic lines, strategies, approaches and, especially, feelings according to the ideological, programmatic and mobilizing axis established by each political formation.

Palabras clave : Political communication; elections; leadership; emotions; campaigns; Andalusia; X.

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