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Vox Y Su Discurso Político

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Vox Y Su Discurso Político TRABAJO FINAL DE MÁSTER (SBP052) EL NUEVO NACIONALPOPULISMO ESPAÑOL Análisis de Vox y su discurso político THE NEW SPANISH NATIONALPOPULISM Analysis of Vox and its political speech AUTOR: Antonio José Villena Martínez TUTORA: Laura Alonso Muñoz CURSO ACADÉMICO: 2018 / 2019 ESTUDIOS: Máster Universitario en Nuevas Tendencias y Procesos de Innovación en Comunicación ESPECIALIDAD: Nº 3 Periodismo y Comunicación Política MODALIDAD: Nº 4 Iniciación a la investigación CONVOCATORIA: Septiembre 2019 Para mi madre, a quien debo todo. Dedicado también a Malena, mi paloma favorita. Para Adrián, el irónico. Para Alberto “Durden”, mi confidente. A Elías, el activista. A Joaquín, un hermano montañés. Para Álvaro, el ingeniero sesudo. A Samuel, el único autónomo próspero. Para Andrés, señor de la resiliencia. A Bego, la exploradora oriental Para Iván y Sandro, mis hermanos preferidos. A María, por su apoyo desde tierras lejanas. Incluso a Raúl “Pinkman”, el ausente. Además, en agradecimiento a la comunidad académica y a la Universitat Jaume I. 2 Resumen: en los últimos años, los movimientos populistas han avanzado en diversos países europeos, llegando incluso al poder. Si bien los medios de comunicación se han hecho eco de un fenómeno ya consolidado, no tratan su complejidad morfológica y causal. Este trabajo no sólo pretende conceptualizar un término controvertido a nivel académico, sino explorar su evolución histórica y características más comunes. Entre éstas destacan la apelación al pueblo frente a las élites; la crítica a la democracia representativa y a la globalización; o el liderazgo carismático. De las dos tipologías más corrientes (el protestatario y el nacionalista), se pondrá el foco en la segunda de ellas, también conocida como nacionalpopulismo, que además presenta un componente nativista, anti inmigratorio, y patriótico. A causa de esto, suele equipararse a la derecha radical. La investigación abarca un caso concreto en España: el partido político Vox. Sus resultados recientes en Andalucía y el conjunto de España, no cuentan con precedentes en el posfranquismo. Por ello, este documento busca los motivos del aumento de sus apoyos sociales; analiza el empleo de las redes sociales; así como de técnicas de comunicación política como el storytelling o narración de historias, el framing o encuadre del mensaje, y la propaganda política. Todas ellas, de demostrada efectividad y crecimiento en el entorno digital, y empleadas por políticos de diferentes ideologías. Tras el éxito electoral en 2015 de Podemos (un movimiento populista de signo izquierdista), Vox se presenta como su homólogo en el espectro ideológico opuesto. Las siguientes páginas relacionan al partido conservador de Santiago Abascal, con un populismo que aúna la defensa del nacionalismo español; la centralización del Estado; el rechazo a la inmigración irregular; la crítica al establishment político; o el tradicionalismo social y cultural. Para ello, se examina cómo establece Vox estas temáticas en la agenda pública de Twitter; también la imagen política de su líder en Instagram; y el uso de los recursos audiovisuales en la plataforma YouTube. Todo ello, en un periodo concreto: la campaña electoral del 28- A. De igual modo, se establecen las bases de su mensaje discursivo, investigando también la evolución a lo largo de cuatro intervenciones públicas de Abascal, entre 2014 y 2019. De esta forma, se aplica el marco teórico seleccionado para establecer, finalmente, en qué grado Vox puede considerarse (tras pequeños precedentes protagonizados por Jesús Gil, Ruiz Mateos o Plataforma per Catalunya) como el nuevo nacionalpopulismo español, que además ha llegado para quedarse. Palabras clave: populismo, nacionalpopulismo, Vox, comunicación política, framing, storytelling Abstract: in recent years, populist movements have advanced in various European countries, even coming to power. While the media have echoed an already consolidated phenomenon, they do not address its morphological and causal complexity. This work not only seeks to conceptualize a controversial term at the academic level, but to explore its historical evolution and more common characteristics. Among these are the appeal to the people against the elites; criticism of representative democracy and globalization; or charismatic leadership. Of the two most common typologies (the protester and the nationalist), the focus will be on the second one, also known as nationalpopulism, which also presents a nativist, anti-immigration, and patriotic component. Because of this, it is usually equated to the radical right. The investigation covers a specific case in Spain: the political party Vox. Its recent results in Andalusia and the whole of Spain, have no precedents in post-Francoism. Therefore, this document looks for the reasons for the increase of its social support; analyses the use of social networks; as well as political communication techniques such as storytelling, framing or political propaganda. All of them, with proven effectiveness and growth in the digital environment, and employed by politicians of different ideologies. After the electoral success in 2015 of Podemos (a populist movement of the leftist sign), Vox is presented as its counterpart in the opposite ideological spectrum. The following pages relate to the conservative party of Santiago Abascal, with a populism that combines the defense of Spanish nationalism; the centralization of the State; the rejection of irregular immigration; criticism of the political establishment; or social and cultural traditionalism. To do this, we examine how Vox establishes these themes in the public agenda of Twitter; also the political image of its leader in Instagram; and the use of audiovisual resources on the YouTube platform. All this, in a specific period: the electoral campaign of 28-A. In the same way, the bases of its discursive message are established, also investigating the evolution along four public interventions of Abascal, between 2014 and 2019. In this way, the selected theoretical framework is applied to establish, finally, to what degree Vox can be considered (after small precedents starring Jesús Gil, Ruiz Mateos or Platform per Catalunya) as the new Spanish nationalpopulism, which has come to stay. Keywords: nationalism, independence movement, Catalonia, political communication, framing 3 ÍNDICE DE CONTENIDOS 1. INTRODUCCIÓN .........................................................................................................................6 1.1 JUSTIFICACIÓN E INTERÉS DEL TEMA ................................................................................7 1.2 FUNDAMENTOS TEÓRICOS ................................................................................................ 10 1.3 OBJETIVOS DE LA INVESTIGACIÓN .................................................................................. 13 1.4 HIPÓTESIS ............................................................................................................................. 14 1.5 METODOLOGÍA DE LA INVESTIGACIÓN ........................................................................... 15 2. MARCO TEÓRICO ....................................................................................................................... 18 2.1 EL POPULISMO: DEFINICIÓN, CARACTERÍSTICAS Y EVOLUCIÓN HISTÓRICA ......... 18 2.2 LA ACTUAL OLA NACIONALPOPULISTA EN EUROPA .................................................... 35 2.3 PRECEDENTES DE MOVIMIENTOS POPULISTAS EN ESPAÑA ..................................... 51 2.4 LA COMUNICACIÓN POLÍTICA EN EL PANORAMA DIGITAL .......................................... 57 2.5 TÉCNICAS COMUNICATIVAS DEL POPULISMO ............................................................... 67 2.5.1 El storytelling y la política emocional .................................................................. 69 2.5.2 La propaganda política..................................................................................... 73 2.5.3 El framing y la agenda setting ........................................................................... 78 3. ESTUDIO DE CASO ..................................................................................................................... 82 3.1 OBJETO DE ESTUDIO: EL PARTIDO POLÍTICO VOX ....................................................... 82 3.1.1 Historia, ideología y líderes destacados .............................................................. 82 3.1.2 Perfil sociológico del votante de Vox .................................................................. 88 3.1.3 Aspectos generales de la estrategia comunicativa ............................................... 91 4 3.1.4 Contextualización de la campaña del 28 - A ........................................................ 96 3.2 PROPUESTA METODOLÓGICA ........................................................................................... 99 3.2.1 Metodología cuantitativa .................................................................................. 99 3.2.2 Metodología cualitativa .................................................................................. 107 3.3 ANÁLISIS CUANTITATIVO: CAMPAÑA DIGITAL DE VOX PARA EL 28-A ..................... 111 3.3.1 Análisis de Twitter ......................................................................................... 111 3.3.2 Análisis de Instagram .................................................................................... 119 3.3.3 Análisis de YouTube .....................................................................................
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