Tendencias y estrategias electoralistas en Instagram: evolución y análisis de la comunicación política en las elecciones de la Comunidad de Madrid 2023

This research examines the strategic use of Instagram as a means of electoral dissemination among the candidates for the presidency of the Community of Madrid in 2023, taking the 2021 electoral call as a reference point. For this study, the official profiles of Isabel Díaz Ayuso (People’s Party), Mónica García (Más Madrid), Juan Lobato (Socialist Party), Rocío Monasterio (Vox) and Alejandra Jacinto (Unidas Podemos) have been considered. The analysis relates the candidates’ posts on the topics addressed in the electoral programs, providing a perspective on the emerging dynamics and communication trends on the platform. The methodology is based on a qualitative approach supported by content analysis, with a sample of 862 posts from the candidates’ public accounts during the 2021 and 2023 pre-campaign and electoral campaign. The representation of the leader in the political context and the balance between programmatic and campaign argumentation stand out as significant findings. The adaptability of the strategies to each candidate and their audience is highlighted, although this variability indicates a lack of evolution since the previous call. The research emphasizes the importance of understanding communicative effectiveness in the digital environment and suggests improvements in Instagram optimization for future election campaigns.