Instagram strategic management in Spanish political parties. The advance of "politics of spectacle" in the independence process in Catalonia

Abstract

In recent years, Instagram has also become an innovative tool for the distribution of political images. The objective of this article is to analyze the strategic management of the parties in a context of political crisis. Specifically, the most intense phase of the independence process in Catalonia has been selected as a case study. Based on our own methodological proposal, nine categories of content analysis associated with the spectacularization of politics have been reviewed. The sample includes 291 images published by the 8 main parties of the Spanish political spectrum. The results show the normalization of its political use, but a more regular and strategic management among the pro-independence parties, and of greater technical quality among those opposed to independence. On a thematic level, the message is determined by an orientation towards professional issues, and a distribution of the leading role among leaders, party cadres and citizens. And, in addition, the initial application of spectacular-based resources such as space hybridization, emotional appeal and experimentation with filters and labels is detected.