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How Is VOX Making the Spanish Flag Wave Again?

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How Is VOX Making the Spanish Flag Wave Again? How is VOX making the Spanish flag wave again? An ethnographic study of the fundamental ideology behind the political party VOX Jozefien Boone School of Humanities and Digital Sciences Supervisor: Prof. dr. Ico Maly Second reader: Prof. dr. Jan-Jaap de Ruiter June 2020 Preface This work has been written for the bachelor thesis of Liberal Arts and Sciences at Tilburg University. The basis for this research stemmed from my passion for Spain and Spanish culture. This topic is therefore originated during my time abroad in Madrid in the fall of 2019. I would like to thank my supervisor Prof. dr. Ico Maly for his assistance throughout this research. Abstract Scope and aims This research will provide an extensive analysis of the rise of the far-right in Spain. Reading this work will provide an insight into the discourse of the right-wing party embodying this growth, named VOX. It combines different studies of nationalism and therefore gives a clear view of how VOX is imagining national unity in Spain. This analysis is relevant for its thorough investigation into the discourse of VOX which will give us some insight into the fundamental ideology of this political party. Moreover, the issue is very relevant today and the increasing support VOX is gaining will contribute to the significance of this inquiry. This research is aimed at answering the following research question: What can VOX’s discourse teach us about its fundamental ideology and how does the party express these ideals? Theoretical framework The data that is analysed is the digital media of VOX in which the party expresses its discourse. I have performed ethnographic research based on the party’s social media platforms, party programs, and the mainstream media. To investigate the nationalistic principles of VOX’s discourse I have analysed the party’s political discourse through the theoretical framework of nationalism. This means that I have used literature about nationalism to discover the nationalistic character of VOX. This work made use of previous research into right-wing populist parties and approaches nationalism as a socially discursive construct. The theories of Michael Billig about hot nationalism and Benedict Anderson on imagined nations have guided me in explaining how VOX is constructing its imagined nation. An extensive analysis of VOX’s identity-forming will follow according to the definition of Benjamin de Cleen. The explanation of how VOX is imagining this rebirth through the revaluation of Spanish historical values will be provided based on Guillaume Faye’s view on the decline of the nation. A final view on VOX’s use of populism to express its discourse towards the population will receive the support of the characteristics of a populist framework as described by Ico Maly. To discover the fundamental ideology behind this discourse, I have used the theories of the anti- Enlightenment which are the groundwork for this analysis. Combining this fundamental ideology with VOX’s nationalistic discourse will enable me to conclude on the fundamentals of VOX’s ideology. Digital ethnography This research is a digital ethnographic case study of the online communication, or discourse, of the Spanish political party VOX. I would like to explain the functioning of ethnography as a way to analyse language in a context that involves a perspective on language and communication. What should be considered is the foundation ethnography has in anthropology. With anthropology, we mean the construction of empirical-based conclusions about the human world (Howell, 2018). According to the view of Deborah Cameron, who wrote on the study of discourses, we can discover how people view the world they live in by analysing the language they are using. She explains that people’s understandings are shaped by the language they have at hand (Cameron, 2001). This understanding will be performed through ethnographic analysis, which is the approach that gives meaning to the data that is analysed. What follows is that the study of ethnographic data is inductive, deriving theory from empirical data. (Blommaert & Jie, 2010). More specifically, I followed the approach of digital ethnography, by capturing communicative practices and using discourse analyses. To analyse the discourse of this political party, I have used ethnographic data derived from the social media platforms VOX is using daily and the party programs which are presented on its website. The reason for the use of these sources is my aim to produce real-world knowledge about the discourse and ideology of VOX. During my research, the method of intertextuality which refers to the process of constantly using and citing the words of others has been beneficial. This process of the reproduction of words is a common feature in our everyday life according to Blommaert (2005: 47). Important in constructing this meaning is the preservation of context-meaning, which often fails in the process of data collection. The theory of intertextuality teaches us to look at the initial intention and meaning of words. This theory becomes valuable when we start our investigation in the discourse of a political party. The second important concept Blommaert describes is entextualisation. This refers to the process of decontextualization of discourses and recontextualizing it again. The discourse receives a new context and consequently a new meaning. As I already mentioned, this research will follow the theory of inductive reasoning and perform a framework based on the material derived from the data. Moreover, a latent approach will be applied in which the assumptions and context that underly the data are studied. This approach will be important in the investigation of VOX’s fundamental ideology. An important feature of the ethnographic discourse of VOX is its use of ‘algorithmic activism’. In this research, we will see that VOX is a populist party, for which media attention is of the utmost importance. In a world where social media is this dominant, it becomes extra hard to stand out. ‘Algorithmic activism’ helps with the spreading of a message. Ico Maly (2019) explains that this is done through interaction with the post, which generates the algorithms on the medium. By causing the algorithms to be triggered, the popularity rankings of the message and consequently those of the messenger are increased. ‘Algorithmic activism’ is part of the digitally mediatized chronotopic communicative and discursive relation of ‘algorithmic populism’, as described by Maly (2019). He explains that attention to the uptake of messages becomes more important in a world where political discourses are produced not only by politicians, but also by citizens, algorithms, and activists. In chapter 6 of this research, we will see that this communicative relation is of crucial importance for populism and that a populist actor cannot express its discourse without the generation of media uptake. Data collection The data collection methods I have used are document collection and observation. On the one hand, I have used documented data of the political party to discover its political positions. This documented data consisted mainly of party programs available on its website. The Manifesto Fundacional, Estatutos, and the 100 medidas de VOX para España have been interesting sources of information. This explains the multitude of times I have cited these sources. On the other hand, I have used the method of observation to analyse VOX’s online communication, which includes the message, image, and style of the party’s discourse. Important for ethnographic research in online data is the immersion in the situation and the experience of the interaction. For four months, I have followed VOX’s official Instagram and Twitter account and checked its YouTube channel regularly, in which I was interested in the posts by VOX and the members of the party. The analysis of these posts provided me with information about VOX’s ideals. The analysis of this data will provide a more thorough insight into VOX’s communicative practices. Moreover, I have investigated the ‘algorithmic activism’ and studied the uptake of these posts, and analysed VOX’s popularity by looking at likes, shares, and comments to investigate its popular discourse. The data used for this research can be found in the text, accompanied by a clear analysis and link to the theoretical framework. The privacy of individual actors has been kept intact by covering their names. Some of the data like tweets are translated directly by Twitter from Spanish into English. Besides that, I will translate the Spanish texts into English myself. Research limitations A critical aspect should be discussed that could have a negative influence on my research. Social media provides us with the possibility of collecting huge amounts of data easily. However, the downside of this data collection method is the possibility of a loss of meaning because of changing contexts. Piia Varis (2014) describes that data can only be understood in its context. Moreover, my research is limited to the screen, which could have prevented me from understanding the complete picture. By investigating the data and by keeping attention to all active platforms, I have aimed to prevent this issue as much as possible. Keywords: Nation, Nationalism, Spain, anti-Enlightenment, New Right Table of contents Preface ............................................................................................................................................. ii Abstract .........................................................................................................................................
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