RT Journal Article
T1 Once more, with feeling! digital campaigns and emotional candidacies in X in Andalusia and Castilla y León
A1 Pérez-Castaños, Sergio
A1 Ruiloba Núñez, Juana María
K1 Emotions
K1 Political communication
K1 X
K1 Political polarization
K1 Spain
AB In 2022, two regional elections were held that initiated a new electoral cycle in Spain. The first, in February, took place in Castilla y León where, for the first time, the extreme right-wing party, VOX, formed a coalition in a regional government with the right-wing Partido Popular, while, simultaneously, the extreme left-wing party Podemos was barely left with parliamentary representation. The second, in June in Andalusia, led to VOX increasing its representation by two seats and beginning its national level electoral growth; the far-left that was split in two parties, finding that the dynamic that began in Castilla y León also affected them as they lost 10 representatives. This article seeks to compare the emotional strategies of these extremist parties in the 2022 regional elections, focusing especially on leaders’ and parties’ communication strategies on X, formerly Twitter, during the electoral campaign. We expect to find differences between political parties but also between regions. To test this, we carried out an ‘X account content analysis’. We selected those accounts representing the candidates to the regional President and also the main political party accounts in the regions: namely VOX in both regions, Podemos in Castilla y León, and Adelante Andalucía and Por Andalucía in Andalusia.
PB MDPI
YR 2023
FD 2023
LK https://hdl.handle.net/10433/22428
UL https://hdl.handle.net/10433/22428
LA en
NO Pérez-Castaños, Sergio, and Juana María Ruiloba-Núñez. 2023. "Once More, with Feeling! Digital Campaigns and Emotional Candidacies in X in Andalusia and Castilla y León" Social Sciences 12, no. 9: 504. https://doi.org/10.3390/socsci12090504
NO Datos recopilados en 2022, en acceso abierto desde 2024 en Campaign content analysis on X for the Castilla y León and Andalusia 2022 regional elections, Pérez-Castaños, Sergio (Contact person); Antón Merino, Javier (Data collector);  Trujillo, José Manuel (Data manager): García-Santamaría, Sandra (Data collector)1 Ruiloba-Núñez, Juana (Data manager); García-García, David (Data collector); Muñoz Tamayo, Paloma (Data collector). DATA SET DOI 10.5281/zenodo.13624696
NO Departamento de Derecho Público (Área de Ciencia Política y de la Administración). Universidad Pablo de Olavide.
DS RIO
RD May 13, 2026