What type of study is this?

This is a Content Analysis study.

October 3, 2025Cuadernos infoOpen Access

Another digital battering ram. Personalization, negativity and populism on Instagram in Spain’s 2023 general election campaign

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Authors

VFVicente FenollUniversitat de València DSDavid Lava SantosUniversidad de Salamanca JGJosé Gamir-RíosUniversitat de València

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Implication

Content analysis reveals that populist actors dominate engagement on Instagram, highlighting negativity and personalization in political communication.

Key Points

Vox leads in populist appeals and negative campaigning on Instagram, shaping user interactions.
Analysis of 668 posts shows a trend towards personalization, especially among candidates like Vox.
Engagement metrics indicate users are more responsive to negative and populist content.
The findings highlight a shift in political communication, diminishing substantive political debate on social media.

Cite This Study

Fenoll et al. (2025) studied this question.

synapsesocial.com/papers/68e02f46f0e39f13e7fa2e57 https://doi.org/10.7764/cdi.62.90316

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Implication

Content analysis reveals that populist actors dominate engagement on Instagram, highlighting negativity and personalization in political communication.

Another digital battering ram. Personalization, negativity and populism on Instagram in Spain’s 2023 general election campaign

Discussion

Member takes

Implication

Key Points

Cite This Study

Another digital battering ram. Personalization, negativity and populism on Instagram in Spain’s 2023 general election campaign

Discussion

Member takes

Implication

Key Points

Cite This Study

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