Between recognition and capitalism of emotions: the case of political spots of the PP, PSOE and PODEMOS in 2015

Abstract

This article aims to address through a theoretical and methodological proposal of analysis frameworks of political discourse, the relationship between political strategies in the electoral spots of the PP, PSOE and PODEMOS, used in the general elections of 2015, and in parallel the duels in the Spanish society. This analysis delves into the social and psychological dimensions of mourning (from the perspective Butlerian) in various forms of political advertising through three electoral spots in Spain’s general elections held on 20 December 2015.Para abo-ve, it is collect some key milestones of political propaganda that marked the history of modernity in the West. Thus, this article argues that the advertising strategy used by PODEMOS for the recent elections, allows the identification of different subjectivities that have not been located or political parties recognized by using traditional strategies of propaganda. thus proving a challenge to the universality of the traditional categories of political marketing and hegemonic conceptions of political advertising.