Personalisation of Galician politics in YouTube

Abstract

The growing trend toward Americanisation of election campaigns has led to the adoption of characteristic features of personalisation in politics with a double focus of attention: from the political party towards the politician and, within it, to their most personal lines. This work will reflect on the causes and consequences of personalisation in politics, presenting the results of our research, in which 400 YouTube videos from 23 Galician politicians have been analysed. This study will study the features of customization in formal aspects, such as video titles, recordings descriptions, and the accounts from which videos are uploaded. Then, we will contrast the results obtained from the aggregate sample of videos with that videos including personal stories, with the aim of seeing if a higher degree of contents personalisation also means greater customisation in these components.