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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Pre-print #33, July-December 2021


Inmaculada Berlanga Fernández Universidad Internacional de la Rioja, España
Iñigo Ortiz de Barrón Alloza Universidad Internacional de la Rioja, España
Title Digital semiotics and political communication. The take-off and rise of Vox Summary This paper analyses the political party Vox’s (Spain) evolution from invisibility to overexposure as a current semiosis phenomenon, thanks to network communication. An inductive methodology is employed regarding the use of Twitter in the campaign that saw the party’s rise in popularity and a content analysis of its messages from a semiotic-communicational perspective. The results show the audacious use of the network to create a persuasive narrative in public opinion. It highlights how the new forms of digital communication are a privileged field for the study of semiotics. Keywords Political communication; Digital semiotics; Twitter; Vox.

Edita: Universidad CEU San Pablo

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