Masculinity, body and nation in the visual communication of Santiago Abascal (Vox) on Instagram during 2020. Analysis of the private profile in his personal account
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Published:
Nov 21, 2021
Keywords:
fandom; masculinity; nation; celebrification; attributes; Instagram; political communication; body.
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Abstract
Social networks play a determining role in contemporary politics. Due to the influence of the media politicians turn into celebrities, which has caused the personalization of politics messages by the emergence of celebrity politicians. This process, which has been called celebrification, has an opposite effect: framing the candidate as an extraordinary character and, simultaneously, making him look like a “normal and ordinary” individual. The aim of this article is to analyze the construction of the image of Santiago Abascal on Instagram, namely in the private field. The hypothesis is that the VOX party´s leader portrays a form of masculinity that is associated with attributes such as strength, discipline, toughness, power and fatherhood with military style. The proposal analyzes the content displayed on his Instagram account from the beginning of 2020. The methodology is based on content analysis throught a templated which has been done by means of codification on a file. Subsequently, a textual analysis of the images is used in order to detect the main attributes (territoriality, hyper-leadership and defense) befitting to Santiago Abascal. The account is built around a concrete image of a Spanish nation which is embodied in the hyper-masculine projection of its leader's physical body. Abascal (self) represents himself in terms of hyper-leadership and hyper-masculinity and creates an emotional engagement around his figure within his community until they consider him “one of us”.
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del Castillo Aira, I., & Iturbe Tolosa, A. (2021). Masculinity, body and nation in the visual communication of Santiago Abascal (Vox) on Instagram during 2020. Analysis of the private profile in his personal account. Culture, Language and Representation, 26, 83–105. https://doi.org/10.6035/clr.5836
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References
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Deusdad, B. 2003. “El concepto de liderazgo político carismático: Populismo e identidades”. Opción, vol. 19, núm. 41, Agosto: 9-35
Bennett, W. L .2016. News: The Politics of Illusions (Tenth Edition). New York: Pearson.
Beaudoux, O. D. y García, V. 2012. El Relato Político. Buenos Aires: El Consultor.
Becker, A. 2013. “Star power? Advocacy, receptivity, and viewpoints on celebrity involvement in issue politics”. Atlantic journal of communication, v. 21, n. 1. https://goo.gl/vSw6US
Blumler, Jay G. 1999. “Tendencias de la comunicación política en las campañas electorales británicas”. En Democracia mediática y campañas electorales, ed. A. Muñoz-Alonso y J. I. Ropir. Barcelona: Ariel Comunicación.
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Connell, R. W y Messerschmidt, J. 2005. “Hegemonic masculinity”. Gender & Society, vol. 19: 829-859 DOI: 10.1177/0891243205278639
Cortés, J. G. 2004. Hombres de mármol. Códigos de representación y estrategias de poder de la masculinidad. Barcelona: Egales
Dean, J. 2017. “Politicising fandom”. The British journal of politics & international relations, v. 19, n. 2: 408-424. http://eprints.whiterose.ac.uk/113409 https://doi.org/10.1177/1369148117701754
Driessens, O. 2013. “The celebritization of society and culture. Understanding the structural dynamics of celebrity culture”. International journal of cultural studies, v. 16, n. 6: 641-657.
Drolet, M.-J., Lalancette, M., & Caty, M. E. 2015. ABC de l’argumentation. Pour les professionnels de la santé et toute autre personne qui souhaite convaincre [ABC of Argumentation for Health Professionnals or Everyone who Whises to Convince]. Québec : Presses de l’Université du Québec.
Dudink, S. y Hagemann, K. 2004. “Masculinities in Politics and War in the Age of Democratic Revolutions”. En Masculinities in Politics and War: Gendering Modern History, ed. S. Dudink, K. Hagemann y J. Tosh. Manchester: Manchester University Press.
Ekman, M., & Widholm, A. 2014. “Twitter and the celebritisation of politics”. En Celebrity Studies, 5: 518-520.
Enguix, B. G. 2016. Pseudopolítica: El Discurso Político en las Redes Sociales. Valencia: Universidad de Valencia.
Filimonov, K., Russmann, U., & Svensson, J. 2016. “Picturing the party: Instagram and party campaigning in the 2014 Swedish elections”. En Social Media + Society, 2(3). Advance online publication. doi:10.1177/2056305116662179
Flanagan, T. (2014). Winning power. Canadian campaigning in the 21st century. McGill-Queen’s University Press.
García-Beaudoux, V.; D’Adamo, O. 2006. “Comunicación política y campañas electorales. Análisis de una herramienta comunicacional: el spot televisivo”. Polis: investigación y análisis sociopolítico y psicosocial, 2: 81-111. http://americo.usal.es/iberoame/sites/default/files/garcia_beaudoux_dadamo_spot_televisivo_0.pdf
Gilmore, D. D. 1994. Hacerse hombre: Concepciones culturales de la masculinidad. Madrid: Paidós Ibérica https://dialnet.unirioja.es/servlet/libro?codigo=194236
Hernández-Sampieri, R.; Fernández, C.; Baptista, P. 2010. Metodología de la investigación. Madrid: McGraw Hill.
Nagel, J. 1998. Masculinity and nationalism: gender and sexuality in the making of nations. Ethnic and Racial Studies, 21, 2: 242-269. DOI: 10.1080/014198798330007
Marland, A. 2016. Branding command: Canadian politics and democracy in the age of message control. Vancouver: University of British Columbia Press.
Marland, A., Esselment, A. L., & Giasson, T. 2017. “Welcome to non-stop campaigning”. En Permanent campaigning in Canada, ed. A. Marland, T. Giasson y A. Esselment. Vancouver: University of British Columbia Press.
Marland, A., Lewis, J. P., & Flanagan, T. 2017. “Governance in the age of digital media and branding”. En Governance, 30, 1: 125-141.
Martin Salgado, L. 2002. Marketing político. Arte y ciencia de la persuasión en democracia. Barcelona: Paidós.
Marwick A y Boyd, D. 2011. “To see and be seen: Celebrity practice on Twitter”. Convergence: The International Journal of Research into New Media Technologies. 17, 2: 139–158.
McGregor, S. C., Lawrence, R. G., & Cardona, A. .2017. “Personalization, gender, and social media: Gubernatorial candidates’ social media strategies”. En Information, Communication & Society, 20: 264-283.
Muñiz, C.; Igartua, J.-J.; Otero, José-Antonio .2006. “Imágenes de la inmigración a través de la fotografía de prensa. Un análisis de contenido”. En Comunicación y sociedad. 19, 1: 103-128. https://www.unav.es/fcom/communication-society/es/ resumen.php?art_id=58
Muñoz, C. L., & Towner, T. L. 2017. “The image is the message: Instagram marketing and the 2016 presidential primary season”. En Journal of Political Marketing. Advance online publication. doi:10.1080/15377857.2017.1334254
Nayar, P. 2009. Seeing Stars: Spectacle, Society, and Celebrity Culture. SAGE.
Nuñez Bargueño, N. 2016. “A la conquista de la virilidad perdida: religión, género y espacio público en el Congreso Eucarístico Internacional de Madrid”. En ¿La España invertebrada? Masculinidad y nación a comienzos del siglo XX, eds. N. Arresti, K. Peters y J. Brühne. Granada: Comares Historia.
Lalancette, M., & Tourigny-Koné, S. 2017. “24 Seven videostyle: Blurring the lines and building strong leadership”. En Permanent campaigning in Canada, eds. A. Marland, T. Giasson, y A. Esselment. Vancouver: University of British Columbia Press.
Leslie, L. 2011. Celebrity in the 21st Century: A Reference Handbook. Santa Barbara: Greenwood.
López-García, G. 2017. “Comunicación política y discursos sobre el poder”. En El profesional de la información (EPI). 26, 4: 573-78. Disponible en: https://doi.org/10.3145/epi.2017.jul.01.
Oliva, M., Pérez-Latorre, O., Besalú, R. 2015. “Celebrificación del candidato. Cultura de la fama, marketing electoral y construcción de la imagen pública del político”. En Arbor, 191, 775, http://dx.doi.org/10.3989/arbor.2015.775n5009
Ortega y Gasset, J. 1982. “España invertebrada”. En ¿La España invertebrada? Masculinidad y nación a comienzos del siglo XX., eds. N. Aresti, K. Peters y J. Brühne. Granada: Comares Historia.
Page, J. T., & Duffy, M. E. 2016. “What does credibility look like? Tweets and walls in US presidential candidates’ visual storytelling”. En Journal of Political Marketing. doi:10.1080/15377857.2016.1171819
Potter, L. y Westall, C. 2013. “Neoliberal Britain’s austerity foodscape: Home economics, veg patch capitalism and culinary temporality”. En New Formations: A Journal of Culture/Theory/Politics 80, 80, 155–178.
Quevedo-Redondo, R. y Portalés-Oliva, M. 2017. “Imagen y comunicación política en Instagram. Celebrificación de los candidatos a la presidencia del Gobierno”. En El profesional de la información, 26, 5: 916-927. https://doi.org/10.3145/epi.2017.sep.13.
Richardson, K. 2015. “Celebrity politics”. En International encyclopedia of political communication, ed. G. Mazzoleni vol. I. Hoboken: Wiley-Blackwell, https://doi.org/10.1002/9781118541555.wbiepc034
Saward, M. 2010. The representative claim. Oxford: Oxford University Press.
Sandvoss, C. 2005. Fans: The Mirror of Consumption. Cambridge: Cambridge: Polity Press.
Schill, D. 2012. “The visual image and the political image: A review of visual communication research in the field of political communication”. En Review of Communication, 12: 118-142.
Street, J. 2004. “Celebrity politicians: popular culture and political representation”. En The British Journal of Politics and International Relations. 6, 4: 435–452.
Street, J. 2004b. “Celebrity politicians. Popular culture and political representation”. En The British journal of politics & international relations, 6, 4: 435-452. https://doi.org/10.1111/j.1467-856X.2004.00149.x
Syme, R. 2015. “Selfie: The revolutionary potential of your own face, in seven chapters” En Matter.
https://medium.com/matter/selfie-fe945dcba6b0#.x87qrqro3
Tedesco, J. C. 2004. “Changing the channel: Use of the Internet for communicating about politics”. En Handbook of political communication research, ed. L. L. Kaid . Chicago: Lawrence Erlbaum.
Turner, G. 2004. Understanding celebrity. Londres: Sage.
Van Zoonen, L. 2005. Entertaining the Citizen: When Politics and Popular Culture Converge. Nueva York: Rowman & Littlefield.
Van-Zoonen, L. 2006. “The personal, the political and the popular. A woman’s guide to celebrity politics”. En European journal of cultural studies, 9, 3: 287-301. http://www.ssoar.info/ssoar/handle/document/22688 https://doi.org/10.1177/1367549406066074
Verón Lassa, J.J., Pallarés, S. 2018. “La imagen del político como estrategia electoral: el caso de Albert Rivera en Instagram”. En Mediatika. 16: 195-217.
Yuval-Davis, N. 1993. “Gender and nation”. En Ethnic and Racial Studies, 16, 4: 621–632.
Wheeler, M. 2013. Celebrity politics. Cambridge: Polity Press.
West, D.; Orman, J. 2002. Celebrity politics. Upper Saddle River, N.J. : Prentice Hall.
Williams, C. B. 2017. “Introduction: Social media, political marketing and the 2016 US election”. En Journal of Political Marketing. Advance online publication. doi:10.1080/15377857.2017.1345828
Wood, M., Corbett, J. y Flinders, M. 2016. “Just like us: Everyday celebrity politicians and the pursuit of popularity in an age of anti-politics”. En The British Journal of Politics and International Relations. 18,3: 581–598.
Zamora, R. (2009). El candidato marca. Cómo gestionar la imagen del líder político. Madrid: Editorial Fragua.
Aresti, N. y Martykánová, D. 2017. “Masculinidades, Nación y civilización en la España contemporánea”. Cuadernos de Historia contemporánea, 39: 11-17
Bardin, L. 2002. El análisis de contenido. Madrid: Akal.
Deusdad, B. 2003. “El concepto de liderazgo político carismático: Populismo e identidades”. Opción, vol. 19, núm. 41, Agosto: 9-35
Bennett, W. L .2016. News: The Politics of Illusions (Tenth Edition). New York: Pearson.
Beaudoux, O. D. y García, V. 2012. El Relato Político. Buenos Aires: El Consultor.
Becker, A. 2013. “Star power? Advocacy, receptivity, and viewpoints on celebrity involvement in issue politics”. Atlantic journal of communication, v. 21, n. 1. https://goo.gl/vSw6US
Blumler, Jay G. 1999. “Tendencias de la comunicación política en las campañas electorales británicas”. En Democracia mediática y campañas electorales, ed. A. Muñoz-Alonso y J. I. Ropir. Barcelona: Ariel Comunicación.
Box, Z. 2016. “Masculinidad en línea recta. A propósito del pensamiento binario del fascismo español”. En ¿La España invertebrada? Masculinidad y nación a comienzos del siglo XX, ed. N. Arresti, K. Peters y J. Brühne . Granada: Comares historia.
Connell, R. W y Messerschmidt, J. 2005. “Hegemonic masculinity”. Gender & Society, vol. 19: 829-859 DOI: 10.1177/0891243205278639
Cortés, J. G. 2004. Hombres de mármol. Códigos de representación y estrategias de poder de la masculinidad. Barcelona: Egales
Dean, J. 2017. “Politicising fandom”. The British journal of politics & international relations, v. 19, n. 2: 408-424. http://eprints.whiterose.ac.uk/113409 https://doi.org/10.1177/1369148117701754
Driessens, O. 2013. “The celebritization of society and culture. Understanding the structural dynamics of celebrity culture”. International journal of cultural studies, v. 16, n. 6: 641-657.
Drolet, M.-J., Lalancette, M., & Caty, M. E. 2015. ABC de l’argumentation. Pour les professionnels de la santé et toute autre personne qui souhaite convaincre [ABC of Argumentation for Health Professionnals or Everyone who Whises to Convince]. Québec : Presses de l’Université du Québec.
Dudink, S. y Hagemann, K. 2004. “Masculinities in Politics and War in the Age of Democratic Revolutions”. En Masculinities in Politics and War: Gendering Modern History, ed. S. Dudink, K. Hagemann y J. Tosh. Manchester: Manchester University Press.
Ekman, M., & Widholm, A. 2014. “Twitter and the celebritisation of politics”. En Celebrity Studies, 5: 518-520.
Enguix, B. G. 2016. Pseudopolítica: El Discurso Político en las Redes Sociales. Valencia: Universidad de Valencia.
Filimonov, K., Russmann, U., & Svensson, J. 2016. “Picturing the party: Instagram and party campaigning in the 2014 Swedish elections”. En Social Media + Society, 2(3). Advance online publication. doi:10.1177/2056305116662179
Flanagan, T. (2014). Winning power. Canadian campaigning in the 21st century. McGill-Queen’s University Press.
García-Beaudoux, V.; D’Adamo, O. 2006. “Comunicación política y campañas electorales. Análisis de una herramienta comunicacional: el spot televisivo”. Polis: investigación y análisis sociopolítico y psicosocial, 2: 81-111. http://americo.usal.es/iberoame/sites/default/files/garcia_beaudoux_dadamo_spot_televisivo_0.pdf
Gilmore, D. D. 1994. Hacerse hombre: Concepciones culturales de la masculinidad. Madrid: Paidós Ibérica https://dialnet.unirioja.es/servlet/libro?codigo=194236
Hernández-Sampieri, R.; Fernández, C.; Baptista, P. 2010. Metodología de la investigación. Madrid: McGraw Hill.
Nagel, J. 1998. Masculinity and nationalism: gender and sexuality in the making of nations. Ethnic and Racial Studies, 21, 2: 242-269. DOI: 10.1080/014198798330007
Marland, A. 2016. Branding command: Canadian politics and democracy in the age of message control. Vancouver: University of British Columbia Press.
Marland, A., Esselment, A. L., & Giasson, T. 2017. “Welcome to non-stop campaigning”. En Permanent campaigning in Canada, ed. A. Marland, T. Giasson y A. Esselment. Vancouver: University of British Columbia Press.
Marland, A., Lewis, J. P., & Flanagan, T. 2017. “Governance in the age of digital media and branding”. En Governance, 30, 1: 125-141.
Martin Salgado, L. 2002. Marketing político. Arte y ciencia de la persuasión en democracia. Barcelona: Paidós.
Marwick A y Boyd, D. 2011. “To see and be seen: Celebrity practice on Twitter”. Convergence: The International Journal of Research into New Media Technologies. 17, 2: 139–158.
McGregor, S. C., Lawrence, R. G., & Cardona, A. .2017. “Personalization, gender, and social media: Gubernatorial candidates’ social media strategies”. En Information, Communication & Society, 20: 264-283.
Muñiz, C.; Igartua, J.-J.; Otero, José-Antonio .2006. “Imágenes de la inmigración a través de la fotografía de prensa. Un análisis de contenido”. En Comunicación y sociedad. 19, 1: 103-128. https://www.unav.es/fcom/communication-society/es/ resumen.php?art_id=58
Muñoz, C. L., & Towner, T. L. 2017. “The image is the message: Instagram marketing and the 2016 presidential primary season”. En Journal of Political Marketing. Advance online publication. doi:10.1080/15377857.2017.1334254
Nayar, P. 2009. Seeing Stars: Spectacle, Society, and Celebrity Culture. SAGE.
Nuñez Bargueño, N. 2016. “A la conquista de la virilidad perdida: religión, género y espacio público en el Congreso Eucarístico Internacional de Madrid”. En ¿La España invertebrada? Masculinidad y nación a comienzos del siglo XX, eds. N. Arresti, K. Peters y J. Brühne. Granada: Comares Historia.
Lalancette, M., & Tourigny-Koné, S. 2017. “24 Seven videostyle: Blurring the lines and building strong leadership”. En Permanent campaigning in Canada, eds. A. Marland, T. Giasson, y A. Esselment. Vancouver: University of British Columbia Press.
Leslie, L. 2011. Celebrity in the 21st Century: A Reference Handbook. Santa Barbara: Greenwood.
López-García, G. 2017. “Comunicación política y discursos sobre el poder”. En El profesional de la información (EPI). 26, 4: 573-78. Disponible en: https://doi.org/10.3145/epi.2017.jul.01.
Oliva, M., Pérez-Latorre, O., Besalú, R. 2015. “Celebrificación del candidato. Cultura de la fama, marketing electoral y construcción de la imagen pública del político”. En Arbor, 191, 775, http://dx.doi.org/10.3989/arbor.2015.775n5009
Ortega y Gasset, J. 1982. “España invertebrada”. En ¿La España invertebrada? Masculinidad y nación a comienzos del siglo XX., eds. N. Aresti, K. Peters y J. Brühne. Granada: Comares Historia.
Page, J. T., & Duffy, M. E. 2016. “What does credibility look like? Tweets and walls in US presidential candidates’ visual storytelling”. En Journal of Political Marketing. doi:10.1080/15377857.2016.1171819
Potter, L. y Westall, C. 2013. “Neoliberal Britain’s austerity foodscape: Home economics, veg patch capitalism and culinary temporality”. En New Formations: A Journal of Culture/Theory/Politics 80, 80, 155–178.
Quevedo-Redondo, R. y Portalés-Oliva, M. 2017. “Imagen y comunicación política en Instagram. Celebrificación de los candidatos a la presidencia del Gobierno”. En El profesional de la información, 26, 5: 916-927. https://doi.org/10.3145/epi.2017.sep.13.
Richardson, K. 2015. “Celebrity politics”. En International encyclopedia of political communication, ed. G. Mazzoleni vol. I. Hoboken: Wiley-Blackwell, https://doi.org/10.1002/9781118541555.wbiepc034
Saward, M. 2010. The representative claim. Oxford: Oxford University Press.
Sandvoss, C. 2005. Fans: The Mirror of Consumption. Cambridge: Cambridge: Polity Press.
Schill, D. 2012. “The visual image and the political image: A review of visual communication research in the field of political communication”. En Review of Communication, 12: 118-142.
Street, J. 2004. “Celebrity politicians: popular culture and political representation”. En The British Journal of Politics and International Relations. 6, 4: 435–452.
Street, J. 2004b. “Celebrity politicians. Popular culture and political representation”. En The British journal of politics & international relations, 6, 4: 435-452. https://doi.org/10.1111/j.1467-856X.2004.00149.x
Syme, R. 2015. “Selfie: The revolutionary potential of your own face, in seven chapters” En Matter.
https://medium.com/matter/selfie-fe945dcba6b0#.x87qrqro3
Tedesco, J. C. 2004. “Changing the channel: Use of the Internet for communicating about politics”. En Handbook of political communication research, ed. L. L. Kaid . Chicago: Lawrence Erlbaum.
Turner, G. 2004. Understanding celebrity. Londres: Sage.
Van Zoonen, L. 2005. Entertaining the Citizen: When Politics and Popular Culture Converge. Nueva York: Rowman & Littlefield.
Van-Zoonen, L. 2006. “The personal, the political and the popular. A woman’s guide to celebrity politics”. En European journal of cultural studies, 9, 3: 287-301. http://www.ssoar.info/ssoar/handle/document/22688 https://doi.org/10.1177/1367549406066074
Verón Lassa, J.J., Pallarés, S. 2018. “La imagen del político como estrategia electoral: el caso de Albert Rivera en Instagram”. En Mediatika. 16: 195-217.
Yuval-Davis, N. 1993. “Gender and nation”. En Ethnic and Racial Studies, 16, 4: 621–632.
Wheeler, M. 2013. Celebrity politics. Cambridge: Polity Press.
West, D.; Orman, J. 2002. Celebrity politics. Upper Saddle River, N.J. : Prentice Hall.
Williams, C. B. 2017. “Introduction: Social media, political marketing and the 2016 US election”. En Journal of Political Marketing. Advance online publication. doi:10.1080/15377857.2017.1345828
Wood, M., Corbett, J. y Flinders, M. 2016. “Just like us: Everyday celebrity politicians and the pursuit of popularity in an age of anti-politics”. En The British Journal of Politics and International Relations. 18,3: 581–598.
Zamora, R. (2009). El candidato marca. Cómo gestionar la imagen del líder político. Madrid: Editorial Fragua.