Competitive Discourses among the Valencian Right Wing: Communication and strategy in the 2019 regional elections
DOI:
https://doi.org/10.28939/iam.debats.134-1.8Keywords:
Autonomous Community of Valencia, autonomous elections, political discourse, media coverage, right-wing parties, framing.Abstract
The 2019 regional government elections in the Valencian Community 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 right-wing parties meant each tried to differentiate itself
from the others. Vox (the furthest 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
Downloads
Downloads
Published
How to Cite
Issue
Section
License
Without prejudice to the provisions of article 52 of Spanish Law 22/1987 of November 11 on Intellectual Property, BOE (official state bulletin) of November 17, 1987, and pursuant to said legislation, the author(s) surrender(s) free of charge its rights of edition, publication, distribution and sale of the article, for its publication in Debats. Journal on Culture, Power and Society.
Debats. Journal on Culture, Power and Society is published under the Creative Commons license system in accordance with the «Recognition - Non-Commercial (by-nc) modality: The generation of derivative works is permitted provided that commercial use is not made. Nor can the original work be used for commercial purposes».
Thus, when the author submits his/her contribution, he/she explicitly accepts this assignment of publishing and publishing rights. Authors also authorize Debats. Journal on Culture, Power and Society to include their work in an issue of the journal to be distributed and sold.
