Mediatisation and Rallies during the 2019 Valencian Regional Election: Between ‘media logic’ and ‘political logic’

Resum

This paper analyses how political rallies develop in an age of intense mediatisation in which politicians and media influence one another. In this connection, we look at the Regional Elections held in the Valencian Autonomous Community in April 2019. For the first time, these coincided with a General Election, so that even more was at stake than usual. We wanted to know how political rallies were designed and what impact they had on both social networks and on television. The data were obtained through a qualitative observational analysis of the key rallies of the main parties taking part in the elections (PP, PSOE, Compromís, Ciudadanos, Unidas Podemos, and Vox). We combined that approach with a quantitative methodology for content analysis of the various rally postings made by parties and their leaders on their official Facebook and Twitter accounts. We also studied À Punt’s TV coverage of the same rallies in its news. On the one hand, the results indicate that election rallies continue to be highly ritualised events. Political parties carefully plan their rallies, always mindful of how these will be reported in today’s highly fragmented media systems — especially in social networks. On the other hand, our study suggests that information on rallies is still tightly controlled by the parties — something that is commonplace in Spanish election campaigns.