Masculinidad, cuerpo y nación en la comunicación visual de Santiago Abascal (Vox) en Instagram en 2020. Análisis de la imagen del ámbito privado en su cuenta personal

  1. Itxaso del Castillo Aira 1
  2. Andoni Iturbe Tolosa 2
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

  2. 2 Universidad de País Vasco
Journal:
Cultura, lenguaje y representación = Culture, language and representation: revista de estudios culturales de la Universitat Jaume I = cultural studies journal of Universitat Jaume I

ISSN: 1697-7750

Year of publication: 2021

Issue Title: Lenguaje y política / Language and politics

Issue: 26

Pages: 83-105

Type: Article

DOI: 10.6035/CLR.5836 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Cultura, lenguaje y representación = Culture, language and representation: revista de estudios culturales de la Universitat Jaume I = cultural studies journal of Universitat Jaume I

Abstract

Social networks play a determining role in contemporary politics. Due to the influence of the media politicians turn into celebrities, which has caused the personalization of politics messages by the emergence of celebrity politicians. This process, which has been called celebrification, has an opposite effect: framing the candidate as an extraordinary character and, simultaneously, making him look like a “normal and ordinary” individual. The aim of this article is to analyze the construction of the image of Santiago Abascal on Instagram, namely in the private field. The hypothesis is that the VOX party´s leader portrays a form of masculinity that is associated with attributes such as strength, discipline, toughness, power and fatherhood with military style. The proposal analyzes the content displayed on his Instagram account from the beginning of 2020. The methodology is based on content analysis throught a templated which has been done by means of codification on a file. Subsequently, a textual analysis of the images is used in order to detect the main attributes (territoriality, hyper-leadership and defense) befitting to Santiago Abascal. The account is built around a concrete image of a Spanish nation which is embodied in the hyper-masculine projection of its leader's physical body. Abascal (self) represents himself in terms of hyper-leadership and hyper-masculinity and creates an emotional engagement around his figure within his community until they consider him “one of us”.

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