Narrativa visual del liderazgo político en campaña electora

Abstract

The present thesis deals with visual narrative in political leadership during election campaign. It tries to delve into visual elements and their wilfulness within the political stage. Theory has been focused on a detailed definition of the aforesaid topic, its theoretical basis, its defining features, functions and components. Empirical analysis has been set by a quantitavive research where a total of 684 images have been analyzed depending on their visual components : leader appearance and attitude, extras and scenographies which make a total of 100 items and a qualitative study consisting of in-depth interviews with 12 experts. From the obtained results it has been proved that a difference exists between conservative and emerging parties in terms of format management and visual aid whereas data also make a distinction between conservative and heterodox parties in terms of visual narrative.