The use of paid media to disseminate political advertising by political parties in Spain: the case of VOX

This paper analyses VOX's use of paid media from its first campaign in April 2014 to the present (closing date 31 December 2021). The aim of this study to find out how the political party uses the different media, to quantify which media it uses and to analyse what messages it launches through its political advertising (propaganda). The competitive context is collected, i.e. the number of pieces and the media used by political parties and trade unions in the study period to establish a frame of reference. The 159 advertising pieces used by VOX in the period under analysis were viewed or listened exhaustively in order to subsequently code and classify their messages with the aim of discovering which issues are the most relevant for the organisation when it comes to advertising. That is to say, those that it wants to influence or transmit more clearly to the public. In addition, it has been established which people are the referents in the pieces. It was concluded that Vox uses the radio more intensively than its competitors, and that the party communicates mainly on issues related to immigration, taxes and the unity of Spain.