Video and emotionality in the social network sites during elections: The general election campaign of April 2019 in Spain

Abstract

This is a study on videos generated or shared on Facebook, Twitter and Instagram by the main political parties’ candidates during the general election campaign for the government of Spain in April 2019. Using a quantitative analysis and a statistical approach, the means of audiovisual persuasion used by the candidates are analysed, addressing their emotional nature. It is shown that the traditional political parties in their campaigns use audiovisual formats that are less emotional than those of the new emerging parties. Secondly, a clear difference can be seen among the leaders in their use of audiovisual formats to convey their messages.