Veni, vidi, Facebooked-live: análisis del éxito de Matteo Salvini en Facebook
Palabras clave:
populismo 2.0, redes sociales, Facebook, comunicación política, Italia, Matteo Salvini, populism 2.0, social network, political communication, ItalyResumen
Revista CIDOB d’Afers Internacionals, nº 124
Cuatrimestral (enero-abril 2020)
ISSN:1133-6595 | E-ISSN:2013-035X
DOI: doi.org/10.24241/rcai.2020.124.1.99
Muchos investigadores han postulado la existencia de una afinidad electiva entre el populismo y las redes sociales. No obstante, pocos estudios han abordado las especificidades de la comunicación populista en línea. Este artículo analiza el uso de Facebook por parte de Matteo Salvini –líder del partido italiano Lega (Liga) y el político europeo con más seguidores en esta red social– y concretamente de su aplicación de retransmisión en vivo, con el objetivo de desvelar cuáles son las herramientas comunicativas características del populismo 2.0. La investigación parte de un enfoque multimodal de triangulación de tres métodos (el digital, el análisis audiovisual y el análisis semántico del texto basado en cláusulas) y concluye que el discurso de Salvini presenta todas las características típicas del populismo, con la novedad de su perfecta adaptación a las potencialidades (affordances) de las redes sociales.
Citas
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