Competitive Discourses among the Valencian Right Wing: Communication and strategy in the 2019 regional elections

  • Adolfo Carratalá Universitat de València
  • Dolors Palau Sampio Universitat de València
Paraules clau: Autonomous Community of Valencia, regional election, political discourse, media coverage, right-wing parties, framing


The 2019 regional government election in The Valencian Country led to a new panorama on the Right. For the first time, there were three political parties competing for votes. In addition, the notoriety gained by the Far Right created a new political scene, posing a challenge to other parties. This paper analyses how the Partido Popular, Ciudadanos and Vox managed a campaign in which they were both electoral opponents but also potentially future parliamentary allies. The research examines the performance and campaign discourse of these three parties based on content analysis of the coverage of two newspapers’ (Levante-EMV and Las Provincias). The study examines the preferred frames of reference, the main topics, the cultural resonances and the ideological frameworks chosen by these parties. The results showed that news on these parties stressed leadership style and strategy — issues that were highlighted in the parties’ discourses given that they resonate strongly with Conservative voters. The issues chosen by the Far Right had little impact on the messages put over by the majority parties. The presence of three rightwing parties meant each tried to differentiate itself from the others. Vox [the farthest on the right, reminiscent of France’s Front National] tried to distinguish itself from the more mainstream Partido Popular (PP), which in turn was forced to defend its position as the ‘institutional’ party of the right. Ciudadanos (Cs) was the right-wing party that spoke most often of potential co-operation among the three forces.



Autor Biografies

Adolfo Carratalá, Universitat de València

Carratalá is Professor of Journalism at Universitat de València, and has a Degree in Journalism and a PhD in Communication. Carratalá previously worked as a post-doctoral researcher at Universidad Rey Juan Carlos and as Associate Professor at Universidad Internacional de La Rioja. His main lines of research focus on journalism, on social conflicts, and on LGTBI studies in the media field.

Dolors Palau Sampio, Universitat de València

She is tenured Professor of Journalism at Universitat de València. Palau was awarded a Degree and a PhD in Journalism from Universitat Autònoma de Barcelona (UAB). She has worked at Levante-EMV newspaper for nine years. Her main lines of research focus on journalism quality and on digital and narrative journalism.


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Com citar
Carratalá, A. and Palau Sampio, D. (2020) “Competitive Discourses among the Valencian Right Wing: Communication and strategy in the 2019 regional elections”, Debats. Revista de cultura, poder i societat, 50, pp. 125-143. doi: 10.28939/iam.debats-en.2020-7.