Videopolitics in Campaign: Evolution of Electoral Spot in Spain between 2004 and 2011

Abstract

Videopolitics is one of the main marketing tools that have political parties. Campaign after campaign, communication officers of the parties vying for present the most innovative spots, catchy and, at the same time, harmful to opposition parties. Political campaigns mark the day's agenda in the media and, often, the presentation of political spots is news on the TV news. As we shall see, YouTube has become the main channel for publishing politicians, who have found the perfect tool to grow and expand, virtually all citizens. This work, in addition to approach us to the videopolitics history will help us understand the trends and developments in the electoral spot between 2004 and 2011 in the two main Spanish parties. The study is justified by the growth who videopolitics has experienced thanks to boom YouTube, by the increasing presence of these pieces of political marketing in the TV news, and because one study based on issues as varied as the type, the theme, the objectives and the use of visual and sound can give us an overall picture of the current trends of videopolitics in Spain. The case study of this work is based on qualitative and comparative analysis of a total of 41 spots produced by the PP and the PSOE to the election campaigns of 2004, 2008 and 2011.