How Santiago Abascal Used Instagram to Promote His Political Image

What is it about?

This study looks at how Santiago Abascal, the leader of the fa-right political party Vox, used Instagram to engage with his followers. The analysis covers 259 posts from 2018 on his personal Instagram account, which has the most followers of any Spanish politician. The study examines how Abascal presents himself and his political views, noting how he mixes personal content—like references to hobbies or sports—with his political agenda. The findings show that his Instagram presence is carefully planned to promote his political image, using unedited photos, strategic framing, and direct interaction with followers, rather than offering genuine access to his personal life.

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Photo by Solen Feyissa on Unsplash

Photo by Solen Feyissa on Unsplash

Why is it important?

This research was one of the first studies on the emergence of the far-right party Vox in Spain. It shows how politicians use social media to shape their public image and promote their political agenda. Understanding these strategies helps us recognize how social media platforms are used for political messaging and influence.