The communication of fear in Vox politics elections in Castilla y León and Andalucía 2022

Abstract

The regional and municipal elections are a great opportunity that political formations take advantage of, not only to try to achieve power, but also to show themselves to the electorate. Those held in Castilla y León in February 2022, as well as those of the Andalusian Parliament, in June of this year, have reported very different results for the right-wing formation Vox, despite the short time distance that separates them. Santiago Abascal's party has maintained the same strategy that we have seen on previous occasions, typical of modern parties, using emotions as the element that permeates a considerable part of its communication. However, the use of an emotion that prevails over the others in the communication of the Vox candidates, it is about fear. The purpose of this research is to carry out an analysis, and subsequent comparison, of the use that Juan García-Gallardo, in Castilla y León, and Macarena Olona, ​​in Andalucía, carry out, in their corresponding Twitter accounts, of this emotion, obtaining electoral results. very different in two highly representative territories of the national scene, to which many media outlets have granted the power to turn into predictors of what could happen in the next general elections in Spain, scheduled for the end of 2023. Similarly, this study aims to reveal whether the two candidates, in both electoral campaigns, blame the fear on the same subjects, parties or groups before the society to which they are addressing.