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This paper analyses the evolution of the electoral use of Instagram in Spain, from its origins as a political communication channel to its current consolidation. A content analysis of eleven variables is applied to the formal, spatial, personal, thematic-discursive and interactive dimensions of the activity carried out on this social network by the candidates for the presidency of the Spanish Government of the parties that ran with the highest vote expectations in the General Elections of December 2015, June 2016 and April and November 2019 (571 posts). The results show the consolidation of Instagram as a political communication tool and the growing interest of the parties in it, as well as the increasing importance of short videos as a format. The electoral use of this social network is carried out with an increasingly mobilising intention, as evidenced both by the themes chosen and, above all, by the purpose of the publications, the spatial context represented and the hashtags used. The growing characterisation of candidates as leaders of the masses is also evidence of the personalisation of political leadership that occurs in this medium during electoral campaigns. Finally, the phenomenon of polarisation and the presence of populist stylistic traits are also beginning to be noticeable, as reflected in the increase in political issues and negative emotional appeals in the messages. [ABSTRACT FROM AUTHOR]

The paper analyzes the informative coverage of 9 Latin American newspapers on the general election held in Spain on November 10, 2019. This is considered an important event that helped close a turbulent period of the national political life. A content analysis sheet was applied to all texts regarding the campaign appeared between November 1 and 11 (n = 35), considering, among other variables, location, extension, authorship, sources, genres, nature of the content and frame. The results allow concluding that the selected newspapers dedicated a wide space to the November 10 election. Furthermore, media outlet granted part of their coverage an interpretive dimension and offered a vision on the campaign dominated by the strategic and game frames, since they placed the focus on the polls and the possibility of post-electoral agreements. [ABSTRACT FROM AUTHOR]