La caseta de los memes ultra: virilidad y valentía nacional en los memes de Vox
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Abstract
During its first political festivity Viva21, Vox set up a booth with walls full of their own memes. Since its appearance in institutional politics, social media has been central in Vox’s political communication. The Viva21 memes’ booth reflects the communicative relevance of the online world in Vox. Through an ethnographic work carried out in the “memes’ booth”, this article explores how the selected and exhibited memes by Vox construct and embody the masculine, white, and nativist leadership of Santiago Abascal. Affectively framed as a Spanish hero, Abascal’s national courage is constructed through a discursive, affective, and representational circulation of different political subjects: the disgust towards feminism, the LGTBI and leftists, the deheterosexualized cowardice of the rest of Spanish right-wing parties, and the fear of the hypermasculinized migrant Other.
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