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In recent years we have witnessed a resurgence of populism, which has relied on the virality of social networks to deepen its roots in society and spread its ideas. This paper analyses the populist strategies used by all parties to viralise their messages in the online environment, regardless of ideology. The present research has also examined the possible existence of complementary strategies used by the parties' organisational profiles and those of their leaders. To this end, a content analysis has been carried out regarding the publications made on Twitter during the 2019 election campaign. The posts have been delimited to those made by the parties and candidates that attained the highest percentage of representation in the Congress of Deputies, which include the PSOE, PP, Vox, and Unidas Podemos. The findings show that all the parties under study resorted to this type of strategy. The parties closest to centre of the political spectrum, both right and left, used mostly a populist strategy aimed predominantly at attacking their adversaries, while Vox and Unidas Podemos articulated their discourse beyond this argument, with Vox appealing to the emotions of the nation and Podemos positioning itself as the peoples' advocate. Furthermore, a complementary strategy used by both the parties and their leaders has been identified, which fosters the expansion of these kinds of populist ideas. [ABSTRACT FROM AUTHOR]

The goal of the following text is to analyze the changes in television advertising in the banking and automobile sectors, according to the social context. The hypothesis is that communication is significantly influenced by the situational context, causing differences between the advertising of the two sectors. A multimodal discourse analysis is used, comparing twenty commercials from the banking and automobile sectors in 2019 and 2020, the period during which the lockdown due to COVID-19 took place. Based on a qualitative and quantitative analysis tables were developed with which to analyze general data such as the value proposition or target audience of the advert, or other special data like the text (verb tenses, rhetorical figures...), the image and the sound used. The fact that context is decisive in communication is made evident, and since this is different in every sector, the communication strategy is clearly different as well. However, the points that the two sectors have in common are remarkable: these range from talking about brands and products, to speaking for and about people. [ABSTRACT FROM AUTHOR]

This article analyzes and compares the following of Twitter users during the two electoral debates of the general elections in Spain in April and November 2019. Through the collection of the official hashtags #ElDebateDecisivo (970,706 tweets) and #DebateElectoral (821,521) respectively from 9 am on the day of the debate until 2 am the following day, we analyzed the polarity and basic emotions of the messages posted on the social network using algorithms with R software. A network theory study was also carried out to determine each account's affiliation to each group. The results show a polarization in the network, with well-defined groups with hardly any relationship with other groups of different ideologies. It is also observed that the entry of a new player, Vox, into the second debate completely alters the rest of the centerright parties, which end up seeing it from a much more negative perspective. This entry does not involve major changes among the left-wing parties, but it does mean an increase in fear. [ABSTRACT FROM AUTHOR]

This article presents an analysis of the main discourses that appear in a sample of Spanish newspapers before and after the arrival of the Aquarius at the port of Valencia in June 2018, in order to observe if there is a solidarity discourse or one that rejects the arrival of the rescued immigrants in Spain. The corpus consists of all the news published from June 10 to July 10, 2018 in the electronic version of the Spanish newspapers ABC, El Mundo, El País and La Vanguardia. The methodology is mainly qualitative-descriptive. Critical discourse analysis (CDA) was chosen to observe the main linguistic characteristics of the collected news items and the topics that appear in the articles. The analysis shows that the testimonies of politicians and members of non-governmental organizations (NGOs) predominate, but there are few testimonies of immigrants. The solidarity and acceptance of Spain are strengthened, as well as the defense of human rights. This contrasts with the discourses that the press presents after the arrival of the ship in Valencia. A discourse related to the health of immigrants and their need for help and resources predominates, a fact that contributes to the alarm of the majority group. [ABSTRACT FROM AUTHOR]