Image, body and communication in Spanish political parties

Abstract

In Spain, the economic and financial crisis that began in 2007 and lasts until today, has significantly affected the people in the many aspects that are reflected in widespread discontent of the “outraged” that promoted social called the movement “15M which has generated new political parties called “Emerging”. From 2014 to June 2016 we have witnessed various electoral calls (european, municipal, regional and state) with the exceptionality to be the first time that has been given the need to repeat general election. In this article we explore how the main political parties at the national level elaborated and developed, in the past three years, their strategies and communicational tactics on the basis of the use of body and image. In a special way, we were interested in differences and similarities between the so-called “Emerging Parties” and those who traditionally have characterized of bipartisanship in our country. The objective has been analyze from a social and cultural point of view, the changes that are occurring in the media communication of the Spanish political context one through the concepts of “Americanization of politics” and “Politic body”.