RT Journal Article
T1 Personalisation of politics, storytelling and conveyed values
A1 Vázquez Sande, Pablo
K1 Storytelling
K1 Personalisation
K1 Electoral narrative
K1 Electoral communication
K1 Framing
AB This descriptive-interpretative synchronous research analyses the discourse of the Galician candidates for the municipal elections from 400 YouTube videos with the aim of establishing a taxonomy of the values conveyed by these politicians. Therefore, the construction of the candidates' image within a context defined by two basic points (the personalisation of politics and storytelling as a narrative technique that contributes to 'fictionalize" (Maarek, 2014) the life of politicians) is hereby discussed. Particular emphasis is placed on the elements they include in their discourses. Thus, after conducting both a literature review and a content analysis, the results show the most stressed values in the personal stories of these candidates are associated with qualities such as humility, routine, intellectual/professional background, generosity and closeness. Hence, a discursive strategy seeking to translate and project personal qualities into political action in a surreptitious and hidden way has been detected. This strategy aims to reconcile the traditional goal of pursuing a symbolic construction of authority and the ever more pressing need of using new framings of the candidates. Thus, they are portrayed as a fellow man to which people can relate.
PB Universidad de Navarra
SN 0214-0039
YR 2017
FD 2017
LK http://hdl.handle.net/10347/17483
UL http://hdl.handle.net/10347/17483
LA eng
NO Vázquez Sande, P. (2017). Personalisation of politics, storytelling and conveyed values. Communication & Society 30(3), 275-291
NO This work has been developed within the framework of the programme of activities from Red XESCOM (REDES2016 GI-1641 XESCOM) from the Galician Regional Ministry of Culture, Education and University Organization,with reference ED341D R2016/019 as well as the project "Uses and informative preferences in the new media map in Spain: journalism models for mobile devices" (Reference: CSO2015-64662-C4-4-R) from the Spanish Ministry of Economy, Industry and Competitiveness, co-funded by the ERDF Structural Fund
DS Minerva
RD 4 may 2026