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Title: Descentralización del discurso político en social media : La esfera ideológica de Vox en YouTube
Author: Rodríguez Bacete, Daniel
Director: Martínez-Martínez, Silvia  
Tutor: Marqués Pascual, Joaquín  
Abstract: Political and ideological communication had to adapt during the last years the discursive canons that social media has contributed to the new communicative paradigm based on a reticular configuration of people and groups through which the information units circulate. Each node on this network can produce, consume and re-disseminate content in such a way that the connection between communities allows messages to reach a potential engagement only available a few years ago for the mass media. YouTube has become one of the most successful social networks due the power of video as the format of greatest demand by social network users. The political discourse has readapted its formulation to take advantage of the possibilities that YouTube offers to impact with programmatic information or ideological propaganda on broad sectors of the population. Many of these users assume the role of producers embracing related ideologies, also becoming generators of this type of content outside the organic structures of the parties. The emergence of Vox in Spain as a national-populist force in the growth phase finds in social media the perfect ecosystem for the dissemination of its discourse out of conventional communicative structures. But we are still at a very early stage to assess whether this collective activity, despite the high demand for content, is capable of being reflected in electoral results, specifically in the field of the double electoral cycle of the spring of 2019 in Spain.
Keywords: social media
political communication
electoral campaigns
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 23-Jun-2019
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