Digital video as a key format in the spectacularization of politics. Professional perceptions of its communicative and democratic impact in the Spanish context

Abstract

Purpose. Political communication has undergone a profound transformation in recent decades, driven by digital mediatization and the professional use of social media. In this new hybrid ecosystem, video has emerged as a key format for the strategic dissemination of political messages. Thus, this research aims to delve into professional perceptions about the factors that explain its current importance and its impact on the functioning of media sector and the quality of the democratic system. Methodology. Using a qualitative approach, 27 semi-structured interviews were conducted with three different professional profiles: political advisors (12), journalists (8), and academics (7). The analysis reviews both professional opportunities and risks, as well as future challenges of this tool that have arisen in the context of the spectacularization of politics. Results. The results confirm that video is a very effective content for synthesizing messages, mobilizing the electorate, and humanizing politicians, due to its ability to generate emotional connection and go viral. However, other dysfunctions are also identified, such as the simplification and trivialization of the message. At the same time, the spectacular style can foster polarization and misinformation by facilitating the dissemination of decontextualized content. Conclusions. The text offers a comprehensive professional perspective on the present and future of a key format that has not yet been thoroughly studied qualitatively. Specifically, it details the opportunities and challenges that digital video poses for a new generation of political actors, journalists, and citizens.