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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 scientific debate regarding populism has been renewed by the rise of extreme right-wing parties in Western Europe. Spain was an exception to the European situation until Vox stormed onto the scene in the Andalusian regional elections in December 2018. By taking into account the definition of populism from Jaager & Walgrave (2007), Mudde (2007), Hawkins (2010), Charaudeau's populist discourse analysis (2009), and the idea of "contamination" by Hernández Carr, 2011 and Van Spanje, 2010, this article presents the results of an analysis regarding the discourse of the tweets published by the candidates of the three right-wing national parties during the electoral campaign in Spain prior to the day of the elections on 28 April 2019. The aim of the study is to reveal whether Abascal's discourse conforms to the parameters of the populist style, and whether there was contamination by Abascal (Vox) of the issues and rhetoric of Pablo Casado (Partido Popular-PP) and Albert Rivera (Ciudadanos-Cs). Firstly, the quantitative analysis shows that Abascal's political discourse on this social network is in line with the discursive strategies of populism; Secondly, the Vox leader behaves differently from the candidates of the PP and Cs. Finally, the influence of Vox's discourse on the other two parties with which he competes on the right-wing ideological spectrum is lower than expected. [ABSTRACT FROM AUTHOR]