The main objective of this research article is to study the tendency towards the spectacularization of political information in the news coverage of Donald Trump, the republican candidate for the presidency of the United States, by El País, the most-read daily newspaper in Spain, throughout the electoral campaign: from the announcement of his candidacy on 17 June 2015 to one week after his victory on 15 November 2016. Methods: The study is based on the quantitative and qualitative content analysis of 462 news pieces on Donald Trump and Hillary Clinton, published in the aforementioned newspaper during the period of study, and the textual analysis of 320 strategy frame news on Trump. Results and conclusions: The results reveal the preeminence of the strategy frame, the greater relevance given to Trump, and the construction of two antagonistic characters (Clinton the heroine and Trump the antihero) inserted into a mythical story with no happy ending.
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