Elements for the construction of the political candidate’s setting on Instagram. The case of general Elections of April 28 2019 in Spain
Abstract
In Instagram, candidates have the opportunity to manage the elements of the setting in which they are represented to show a studied image of themselves to potential voters. This research analyzes the elements with which the five main candidates for the presidency of the Spanish government are shown on Instagram. The main objective is to determine if there has been a significant change in strategy during the electoral period of April 28, 2019. For this, based on the operationalization of the concept of setting by Goffman (1956) pertaining to this theory on the presentation of the self, a quantitative methodology is used on a sample total of 473 posts. The results show a change in strategy in the way that candidates build the scenario of their Instagram posts as the general elections approach: the candidates show a more professional and less humanized profile
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