Persuasion in the Audiovisual Content of Pedro Sánchez on Instagram
DOI:
https://doi.org/10.65598/rps.6279Keywords:
rhetoric, persuasion techniques, Instagram, Pedro Sánchez, audiovisual contentAbstract
Due to its multidimensional nature, Instagram has become an ideal platform for political marketing, as it enables the publication of audiovisual content accompanied by verbal and symbolic messages aimed at generating user reactions and interactions. This study proposes an analysis of the rhetorical persuasion techniques and political promotion strategies present in the audiovisual content of Pedro Sánchez’s official Instagram account during his first term in office. The following specific objectives were established: to identify the aforementioned techniques, to recognize predominant communicative patterns and dynamics, to analyze the emotional and textual responses generated among followers, to assess the effectiveness of the strategies employed, and to propose guidelines for the design of more effective persuasive content. The research employed a mixed-methods approach, combining qualitative analysis of the posts with quantitative analysis of follower engagement. The results show that Sánchez used Instagram in a conventional manner, focusing the staging on his professional environment, with high-key artificial lighting, cheerful harmonic background music, a fixed camera, and a predominance of medium shots. However, this approach did not generate high levels of engagement or significant emotional responses. In conclusion, despite the construction of credibility associated with his professionalism, his followers demonstrated clear preferences for less formal and more humanized content.
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