Podemos and Ciudadanos communication strategies at the televised electoral debates. An approach through content analysis: The Atresmedia TV debate as a case study

Abstract

The election campaign of the general elections of December 20th, 2015 has meant the repolitization of the Spanish public sphere with the onslaught of Podemos and Ciudadanos. The arrival of the emerging parties has triggered an interest and a mediatization for the politics that did not exist since the years of the Transition. Both formations have centered their social ascent on the televising impact, reason why the campaign of the 20D was generated, mainly, at the sets of television. The research proposes, based on a methodology of content analysis, to know the communicative strategies designed by emerging parties for television debates. The results obtained point to changes that affect more to the form than to the bottom of the political discourse, with new scenarios, new faces and new forms of communication, but also manifest the persistence of a model of debate lacking proposals and answers to citizen concerns.