A study by the UJI analyses the successful strategy of video on Instagram by the Spanish political party Vox



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## A study by the UJI analyses the successful strategy of video on Instagram by the Spanish political party Vox

06/10/2021 |
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* [![ estudi-vox-instagram LRabadan_domenech_01](/com/investigacio/arxiu/noticies/2021/5/estudi-vox-instagram/LRabadan_domenech_01.jpg)](#)

An article published in number 30 of the journal *El Profesional de la Información* by two lecturers of Communication Sciences at the Universitat Jaume I highlights the reasons for the success of the Vox political party on Instagram. Based on the analysis of 189 videos published in five official accounts on the social network during 2019, Pablo López-Rabadán and Hugo Doménech-Fabregat have detected the characteristics of a "strategic approach" with three distinctive features: "an innovative use of the network that includes new functions such as mobilisation and political attack; a reference model for the audiovisual management of social media and results referring to the current debate on the spectacularisation of politics, the advance of populist discourse and its democratic consequences.

Under the title *Nuevas funciones de Instagram en el avance de la ‘política-espectáculo’. Claves profesionales y estrategia visual de Vox en su despegue electoral*, the article delves into a line of research that studies the relationships between a spectacular style and communicative success in this network. Previously, the authors had studied the case of Catalonia during the independence process. In the case of the use of videos  by Vox, López-Rabadán and Doménech-Fabregat conclude that there are five defining characteristics of the chosen strategy.

In the first place, there is a diversification of functions: beyond the self-representation of current events, common in other parties, Vox uses the tool to mobilise the electorate and, "in a pioneering way in this network, develop an intense attack strategy towards political rivals". On the other hand, it is committed to a great role for the leader, who is assigned a "heroic role". Third, to achieve an increase in video production, the planning and effective management of visual and sound resources stand out. This is combined with a "strategic spontaneity" that is reflected in videos of citizen origin or with a less careful staging to articulate "a more direct and natural communication with his followers". Finally, the fifth ingredient is the emotional focus of the message.

The authors of the study highlight that the development of the spectacularisation of politics on Instagram has "controversial democratic consequences": although the usefulness of the network to "boost electoral campaigns" is confirmed, it can generate a double negative effect, by degrading the quality of public debate due to the dynamics of simplification and emotionality. On the other hand, "its populist approach may be a key factor in partisan polarization and political intolerance in the medium term".

Among other considerations, the authors of the study confirm that Instagram already occupies a relevant place in electoral communication, and that its professional management has been consolidated in parallel with an "increasingly spectacular" staging. Along these lines, they point out that in the case of Vox, they chose it to specifically address two types of audiences: new voters (18 to 22 years old) and those voters not interested in politics, who until then had not been identified as a target audience for the rest of the political options.

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