Template-Type: ReDIF-Article 1.0
Author-Name: Giselle García Hípola
Title:  La oferta comunicativa en la propaganda electoral. Un estudio de la cartelería electoral en Andalucía 2008-2018
Abstract: Resumen:La presente investigación presenta un estudio sobre la
cartelería electoral en Andalucía en las campañas electorales de 2008, 2012,
2015 y 2018. La estructura del trabajo sigue las fases de análisis del márketing,
donde tras una revisión teórica que contextualiza el estudio de la propaganda
electoral como soporte principal de los materiales utilizados en el contexto de
las campañas electorales se procede a presentar el diseño general de la
investigación en el apartado metodológico. Éste gira en torno a un análisis en
dos etapas, la primera centrada en el análisis de la estructura y el diseño de
la cartelería y la segunda centrada en el análisis de contenido a través de
manual de codificación de 58 variables.  Abstract:
This research shows a study
of the 58 electoral posters used by the different political parties that
obtained representation in the Andalusian Parliament in the electoral campaigns
of 2008, 2012, 2015 and 2018. The electoral posters are analysed because we
understand that the communicative offer in the electoral campaigns is carried
out through different media and in this sense the electoral propaganda through
electoral posters is one of the most symbolic elements. Even in the digital
era, this is due to the fact that: firstly, symbolically, the campaign starts
with the sticking up of posters and where the parties turn this act into one of
the campaign kick-off acts. Secondly, despite the limited effects they may
have, their presence generates a constant sensation in the public sphere that
it is an election period. This would provoke a constant sensation of electoral
competition and appeal to the mobilisation of citizens. Thus, through electoral
posters, political parties would be able to generate links with citizens and at
the same time get them to consume political content (Wolton, 1995). The new
communicative dynamics are materialized in electoral propaganda and
advertising, from which the strategic and issue-voting segmentation of the
different political parties can be distilled. Thus, by analysing the electoral
posters, we can establish the strategic starting points of each of the
political parties. The structure of the research work is based on the extensive
literature on the analysis of political communication in electoral campaigns,
following the same marketing phases (Nimmo, 1970; Lindon, 1977; Barranco, 1982;
Norris et all., 1999; Reyes and Munch, 2003). Thus, for the context analysis
phase we will dedicate the first two sections which introduce and theoretically
approach the study of political propaganda and electoral advertising as
communication strategies in the context of electoral campaigns and where we
specify why Andalusia is selected as the context of study. Subsequently, in
order to be able to decode the process of planning and elaboration of the
message carried out by the different political parties in Andalusia in 2008 to
2018, the general design of the research on the electoral posters carried out
in two stages and where the hypotheses on which this work is based are
presented. In the fourth section, the results of the research are presented in
relation to the implementation phase and the communication of the message
through the electoral posters, and finally, the main conclusions of the
research are presented in the evaluation phase. In this sense, the general
design of the research revolves around a two-stage analysis: 1/ For the first
part of the analysis, a classification scheme was carried out which includes a
study of each of the electoral posters, following the political party strategy
and by year. Subsequently, a study was carried out on two main variables: the
structure and the design of the electoral posters. For the study of the
structure, we have taken into account the issue-voting used by the parties, who
the protagonists of the posters are, and the composition used for each of the
electoral posters. When we focus on the analysis of the design, we refer to the
general format of the election posters, the colors used, the sizes, whether
they included references to social networks or website addresses and the types
of posters used (understanding by type the format). 2/ In this section, the
first analytical approach to be taken into account is the socio-political
context in which each of the electoral posters is framed within the general
context of the electoral campaign and the political context. Subsequently, a
content analysis of each of the 58 posters was carried out using a coding
manual with twenty-four variables that was created for this research. This
coding manual was created by operational sing variables with the intention of
measuring the general objectives of the research as well as the hypotheses.
Thus, these variables measure whether the posters represent for example
families or not, and what kind of families they are; whether male and female
figures appear on the posters and if so, what they represent. We analyse what
types of images appear on the posters, whether they are logos, drawings,
pictures, etc., with the intention of finding out what the priorities are when
it comes to representing what and/or whom. We focus on quantifying and
contextualising which scenarios or environments the posters depict. To
determine whether the posters are symbolic or pragmatic, as well as to analyse
the level of personalisation of the posters, whether it is centred on the
figure of the candidates, of citizens with the candidates, or not even the
figure of the candidate. The way in which the voter is addressed is analysed,
whether he or she is addressed in a personal or impersonal manner, as well as
the direction of the poster. It is also analysed whether any professional
sector or social group is reflected and, if so, which one it is, and finally.
Finally, it is analysed whether clichés and/or stereotypes are used and how
many and which ones they are. In order to select the units of analysis, this
research focuses on the study of the 58 electoral posters presented by the
different political parties running in the elections from 2008 to 2018 in
Andalusia. These four electoral processes make up the temporal space of
analysis and in terms of the actors we have focused on those political
formations that were represented in the temporal space analysed. Once the
theoretical review has been carried out, the methodology is presented, where
the object of study is also defined and the objectives and hypotheses of the
research are addressed, the analysis is carried out. In the last part of the
work, we find the conclusions of the work, which deal with the most relevant
findings, such as for example that: One of them revolves around the level of
personalization of the electoral posters is constant and very homogeneous
regardless of the political party in question.  
Classification-JEL: R1
Keywords: Propaganda Electoral, Publicidad, Carteles Electorales, Andalucía, Campañas Electorales, Comunicación., Electoral Propaganda, Electoral Advertising, Election Posters, Andalusia, Electoral Campaigns, Communication.
Pages: 15-45
Volume: 2
Year: 2023
File-URL: http://www.revistaestudiosregionales.com/documentos/articulos/pdf-articulo-2649.pdf
File-Format: Application/pdf
Handle: RePEc:rer:articu:v:2:y:2023:p:15-45