Popular music in the 2019 electoral campaign in spain

Abstract

This research study the design of the electoral playlists of three parties for the general elections of 2019 in Spain. The pair formed by party and candidate is essential to understand the role of popular music in electoral campaigns. The anthem is the party’s sound brand that appeals to loyal voters and frames the candidate in the campaign. Playlists with popular music allow for an emotional and thematic bifid speech that facilitates the personification of the political party. The functional use of the songs in the playlists is based by unlinking the song used from the ideology of the interpreter. Based on the musical styles, the themes of the lyrics and the dates of the songs, it is observed that electorally the PSOE addresses young people with current social messages; the PP, uses nostalgia and identity in the logic of recovering former voters, with a broader generational orientation. Ciudadanos abound at the time of the so-called Movida attracting mature and young electorates. In any case, the scarcity of political proposals is notable, the predominance of the emotional message, which, being attributable to the political parties and not with candidates, strengthens ties with the party.