In political communication, platforms that enable political actors to develop communication strategies and interact with society are of importance. This paper embarks on an almost unknown investigation that combines the current situation of Spanish politics with the rise of Instagram, the social network which is growing exponentially and is most in demand by young people (WeAreSocial, 2020). A quantitative and qualitative study of almost 1,000 publications of the accounts of President Pedro Sánchez and Vice-President Pablo Iglesias between 5 April 2019 and 2020 analyses the nature of their communication strategies (image, text, connotation and interactivity) and asks whether communication in their Instagram accounts changed after Pedro Sánchez and Pablo Iglesias took office in the first coalition government in Spain's democratic history. The results show a change in the communication strategy of both leaders when they reach the Executive and, although they publish content referring to the Government, they appear not to project an image of political unity.
CITATION STYLE
Gil-Torres, A., Tapia-Cuesta, S., & San-José-De-La-Rosa, C. (2021, July 1). Politics and social networks. Analysis of the profiles of Pedro Sánchez and Pablo Iglesias in Instagram before and after holding public office (2019-2020). Revista Mediterranea de Comunicacion. Universidad de Alicante. https://doi.org/10.14198/MEDCOM.18141
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