Instagram en la estrategia de construcción de liderazgo político
Instagram en la estrategia de construcción de liderazgo político
Instagram en la estrategia de construcción de liderazgo político
The ideograma- UPF Chair of Political Communication and Democracy, together with Editorial Gedisa, publishes this new collaborative book to reflect on the role of Instagram in political communication strategies.
With more than a billion active users, Instagram is the social network that has grown the most in recent years. Its vertiginous success has made it an indispensable showcase for leaders and candidates around the world. There are practically no political communication strategies that do not contemplate a more or less regular presence and activity on this platform.
However, academic production on the uses of Instagram in political communication is still scarce, even more so in the Spanish language. For this reason, from the ideograma - UPF Chair in Political Communication and Democracy, we have invited academics and professionals from different universities and consultancies in Europe and Latin America and have invited them to reflect on the role and potential of this social network in strategies of communication of those who represent us or aspire to do so.
Cover of the book: Instagram en la estrategia de construcción de liderazgo político (2020).
The book Instagram en la construcción de la estrategia de liderazgo político, edited by Gedisa and included in his Comunicación collection, offers a historical and theoretical review of political image and photography, a reflection on the blurred borders between public and private, typologies of contents and practical recommendations for an electoral campaign, a selection of success stories and good practices, among other valuable contents. This publication is aimed at students, researchers and professionals in political communication who want to discover and / or delve into the potential and impact that this digital platform has on the practice of political communication.
Inside the book: Instagram en la estrategia de construcción de liderazgo político (2020).
Instagram en la estrategia de construcción de liderazgo político has more than twenty co-authors in the following chapters:
Introducción written by Carles Pont Sorribes
Capítulo 1: Seducción, propaganda y mirada crítica: la fotografía y el retrato del poder written by Pere Freixa ¬ Mar Redondo
Capítulo 2: La imagen del líder político en la era de la religión de lo privado written by F. Xavier Ruiz Collantes
Capítulo 3: Cuando la intimidad se hace pública. Un análisis de la publicitación de lo privado como estrategia de comunicación política written by Santiago Castelo
Capítulo 4: Dicotomías que operan en la transformación de los gobernantes en estrellas written by Raquel Quevedo
Capítulo 5: El uso de las stories en la campaña demócrata, ¿complemento o arma electoral? written by Xavier Peytibi & Nadia Rodríguez
Capítulo 6: Gestionar el protagonismo del líder, poca proximidad y demasiada institucionalidad written by Edgar Rovira y Júlia Alsina
Capítulo 7: De la reverencia a la referencia: mutaciones transmedia de la política multimedia written by Adriana Amado
Capítulo 8: Los medios en campaña: función informativa e imagen corporativa written by Beatriz Gallardo Paúls & Nel·lo Pellisser Rossell
Capítulo 9: La campaña de las elecciones municipales en Barcelona y la estrategia SEO written by Raquel Herrera, Lluís Codina, Carlos Lopezosa & Jordi Velert Irles
Capítulo 10: Una mirada internacional: tres casos de interés written by Metzeri Sánchez Meza, Paula Salerno & Guillem Suau
Conclusiones: Entre el espejo y la ventana written by Antoni Gutiérrez-Rubí
Links of interest:
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- Interview to Antoni Gutiérrez-Rubí para el Huffington Post: bit.ly/2EkyJWM - Gedisa's website: bit.ly/2YiH6cy - Webinar book's presentation: bit.ly/3eqNRhC - Portal Comunicación (InComUAB): bit.ly/3hsbmdB - Forum Calidad: bit.ly/3aW00gr |
Principal researchers
Carles Pont SorribesAntoni Gutiérrez-Rubí