2018 Andalusian parliament elections on Instagram: political parties, professional journalism and memes

At a time when social networks are of fundamental importance in communication in all contexts and in which the possibilities of disseminating information are no longer in the hands of information companies in a concentrated way, through a quantitative methodology The research analyzes the communication strategies of the political parties participating in the 2018 elections to the Andalusian Parliament on Instagram as well as the role of journalists and the media in terms of engagement , showing that only the VOX party developed a strategy planned at the national level and that individual journalists achieve greater dissemination and generate more engagementthan informational companies. On the other hand, any message in meme format gets more diffusion than any other type of message. The research presents as a limitation the time frame, since it focuses on a single electoral campaign. Future works are expected to analyze new electoral campaigns so that the conclusions presented here can be endorsed.