Resumen

ROJAS-CALDERON, Alfredo. Perceptions and Uses of Negativity in Political Communication: Spanish General Elections of 2019. Rev. mex. opinión pública [online]. 2024, n.37, pp.199-222.  Epub 04-Feb-2025. ISSN 2448-4911.  https://doi.org/10.22201/fcpys.24484911e.2024.37.85670.

Negativity has established itself as a recognized trend both in political journalism and in electoral campaigns. On this basis, this work investigates opinions and uses of this phenomenon in Spain. The objective is to know and analyze the perception and attitudes of some Madrid residents about of uses of negativity in political communication, in the context of the Spanish general elections of November 2019. The methodological design has contemplated the research technique of the discussion groups, conceived through an intentional sampling stratified by demographic traits, socioeconomic conditions, and ideological-partisan preferences. They were carried out during the official campaign period and after the voting. The research concludes that these Madrid residents identify and characterize negativity in the news and question it as a media trend. To a lesser extent they do so with respect to political strategies.

Palabras llave : Negativity; political communication; electoral campaigns; Spain.

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