The use made of video in the social media by candidates in the 2019 Valencian Autonomous Government elections

  • Carlos López Olano Universitat de València
  • Sebastián Sánchez Castillo Universitat de València
  • Benjamín Marín Pérez


Videos are increasingly being used in social networks for a wide range of purposes, including political campaigning. Here, social media seem to be gaining an edge over the mainstream variety when it comes to making political choices, especially during election campaigns. This paper examines the extent to which social media is used in Valencian Autonomous Government elections and looks at each of the candidate's experiences in this regard in the April 2019 elections. We pay particular attention to the differences between the three networks analysed — Facebook, Twitter and Instagram, and consider what kind of video information is shared. For these purposes, we create nine formal categories, some of which draw on traditional media while others are created ad hoc for our study. Based on these categories, we identify which media are most used, and give guidelines on best practices. We also consider differences in usage between politicians from the left and right ends of the political spectrum. The results point to a general lack of communication strategy in candidates’ use of discretionary video materials.



Autor Biografies

Carlos López Olano, Universitat de València

He holds a degree in Spanish Philology (Spanish Literature) and Audiovisual Communication, and a PhD in
Communication. López is Professor of the Department of Language Theory at Universitat de València. He was a
researcher and Visiting Professor at various universities, including Roehampton, Glasgow, and The Hebrew University of Jerusalem. López has worked in various audiovisual media such as Atresmedia, RTVV, and À Punt Mèdia and his research focuses on the future of public television, multi-platform technologies, transmedia, and memory.

Sebastián Sánchez Castillo, Universitat de València

Sánchez has a PhD in Audiovisual Communication (2008) and is tenured Professor of Audiovisual Communication at Universitat de València. His research analyses: media impact, and in particular, the theory of entertainment media; narrative persuasion; the socio-cognitive effects of news framing; health communication (uncommon and rare diseases). Through his scientific work with the Mediaflows R&D Group at Universitat de València — “Communication flows in political mobilisation processes” [title translated from Spanish], CSO2016-77331- C2-1-R (2017-2020) — he has tackled various studies on election communication, the media, forming public opinion, the flow of messages in political communication, and the impact of new technology in shaping opinion.

Benjamín Marín Pérez

He has a degree in Journalism from Universitat Politècnica de València (CEU S. Pablo, 1991) and was awarded
a PhD in Journalism from Universidad Complutense de Madrid (2000). Marín has an Executive Master’s Degree in Company Management and Marketing from ESIC (2015) and a Master’s Degree in Social Communication in Scientific Research from Universidad Internacional de Valencia (2018). He has been an Associate Professor of the Department of Language and Communication Theory at Universitat de València since 2003. Marín is Professor of Communication in the Universitat de València’s post-graduate programme; of Marketing and Communication in ESIC’S degree and post-graduate programmes, and the post-graduate programme at Universidad Internacional de Valencia and CEU Cardenal Herrera. Marín is also Director of Communication and Marketing at À Punt Mèdia. His research focuses on television, and both internal and external digital communication in companies and other entities.


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Com citar
Olano, C. L., Sánchez Castillo, S. and Marín Pérez, B. (2020) “The use made of video in the social media by candidates in the 2019 Valencian Autonomous Government elections”, Debats. Revista de cultura, poder i societat, 50, pp. 111-124. doi: 10.28939/iam.debats-en.2020-6.