<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2208</journal-id>
<journal-title><![CDATA[Revista panamericana de comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. panam. comun.]]></abbrev-journal-title>
<issn>2683-2208</issn>
<publisher>
<publisher-name><![CDATA[Centros Culturales de México A.C., Universidad Panamericana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-22082024000200105</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v6i2.3200</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Las emociones como herramienta política: los spots en las elecciones generales de 2023 en España]]></article-title>
<article-title xml:lang="en"><![CDATA[Emotions as political tools: political advertising in the Spanish 2023 electoral campaign]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Marañón]]></surname>
<given-names><![CDATA[Iván]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez-Virgili]]></surname>
<given-names><![CDATA[Jordi]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Navarra  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Navarra  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>6</volume>
<numero>2</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082024000200105&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082024000200105&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082024000200105&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen. El estudio de las emociones ha ganado relevancia en la comunicación política, sobre todo en el papel que desempeñan en las campañas electorales. Este artículo analiza el empleo de las emociones por parte de los partidos políticos en las elecciones generales del 23 de julio de 2023 en España. Con ello, se busca comprobar si las hipótesis derivadas de estudios de laboratorio y de campañas en otros países se cumplieron en el contexto español. Para este fin, se realizó un análisis de contenido cualitativo de los 112 spots electorales publicados por los partidos políticos con implantación nacional y representación parlamentaria en sus principales redes sociales (Twitter, Facebook, Instagram y YouTube). Los resultados muestran que las emociones estuvieron presentes en 107 de los 112 spots. En ellos se apeló sobre todo al orgullo y la ira, mientras que el miedo tuvo un papel secundario. Asimismo, se encontraron diferencias entre el uso de las emociones por parte de los distintos partidos y se observó una relación significativa entre la emoción apelada y el protagonista del spot. Las hipótesis se cumplen en gran medida en el contexto español, si bien con ciertas limitaciones. Además, los resultados muestran tendencias relevantes en el uso de las emociones por parte de los partidos políticos y constatan cómo las elecciones y las campañas electorales incrementan la polarización.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract. The study of emotions has gained relevance in political communication, especially their role in electoral campaigns. This article analyzes the use of emotions by political parties in Spain&#8217;s general election of July 23, 2023. The aim is to verify whether the hypotheses derived from laboratory studies and campaigns in other countries were fulfilled in the Spanish context. A qualitative content analysis of the 112 electoral spots published by political parties with national presence and parliamentary representation on their main social networks (Twitter, Facebook, Instagram and YouTube) was carried out. Results show that emotions were present in 107 of the 112 spots. In them, pride and anger were the most common appeal, while fear played a secondary role. Likewise, differences were found between the use of emotions by the different parties and a significant relationship was observed between the emotion appealed to and the protagonist of the spot. The hypotheses were largely fulfilled in the Spanish context, although with certain limitations. In addition, the results show relevant trends in the use of emotions by political parties and show how elections and electoral campaigns increase polarization.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Emociones]]></kwd>
<kwd lng="es"><![CDATA[Polarización]]></kwd>
<kwd lng="es"><![CDATA[Spots electorales]]></kwd>
<kwd lng="es"><![CDATA[Campañas]]></kwd>
<kwd lng="es"><![CDATA[Comunicación política]]></kwd>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[España]]></kwd>
<kwd lng="en"><![CDATA[Emotions]]></kwd>
<kwd lng="en"><![CDATA[Polarization]]></kwd>
<kwd lng="en"><![CDATA[Political advertising]]></kwd>
<kwd lng="en"><![CDATA[Electoral campaigns]]></kwd>
<kwd lng="en"><![CDATA[Political communication]]></kwd>
<kwd lng="en"><![CDATA[Social networks]]></kwd>
<kwd lng="en"><![CDATA[Spain]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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