Herramientas discursivas y comunicacionales del discurso político. El caso de las campañas electorales españolas

Abstract

The existing literature on political
parties describes election campaigns as the
mechanism by which candidates and parties
compete in order to reach and obtain political
power. Such campaigns are characterized by a
series of formal, organizational and communicative
activities, they represents indeed candidates
and party leader's effort in order to obtain
as many votes as possible. Today campaigns
represent a new type of political marketing, a set
of technical research, planning, management and
communication used in a set of strategic actions.
The article aims to analyze the main discursive
and communicative tools used in Spanish political
campaigns propaganda, emphasizing those
strategies related with media and storytelling.