Vox political party discourse, strategies and interactions on its official Instagram account during the A-28 elections. Radical right and Social Networks

Introduction: We investigate how Vox has used its official Instagram account during the two previous months to the 28-A elections. Objectives and methodology: Various texts are reviewed in order to place the political group ideologically, identify its discourse axes and the role of Instagram in its communication. Messages in the official account during the studied period are selected, obtaining a sample of 81 publications. Through a validation table, communication strategies, discourse axes and interaction are determined. We deepen into the analysis of the 20 publications with the highest interaction levels. Results: Cult of law, nativism and closed groupthinking are the main strategies and narratives of Vox, using metaphors and sinecdoques in clusters. Conclusions: Vox presents itself as a civil resistance movement that adapts to the youth code. Predominant communication strategies favor political polarization, nativism, law and order cult, with a hyperleadership and a simplifying language.