Análisis del personalismo en el discurso político en redesel perfil de Macron en Instagram
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Universidad de Murcia
info
ISSN: 1576-4737
Year of publication: 2023
Issue Title: Etiquetaje pragmático de discursos humorísticos en la plataforma OBSERVAHUMOR.COM
Issue: 96
Pages: 303-318
Type: Article
More publications in: Círculo de lingüística aplicada a la comunicación
Abstract
In this article we analyze the hyper-leadership of the President of the French Republic, Emmanuel Macron, on Instagram. Our aim is to demonstrate the presence of discursive shifts in political discourse because of personalization, the sensationalist approach of the media and the de-ideologization of audiences. From a corpus of 196 publications and applying the semiotic methodology (Semprini, 1995), socio-semiotics (Kress y Van Leuwen, 2006) and textual analysis of discourse (Gallardo, 2018) we show that the politician uses himself to build a brand image or self-branding to offer to his voters-spectators.