Populismo y estrategias persuasivas en el discurso político de Vox

Document Type : Original Article

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King Saud University , College of Language Sciences, Riyadh, Saudi Arabia / Université Hassan II de Casablanca, Morocco.

Abstract

Over the past few years, we have witnessed the emergence of political leaders who have used populist strategies to capture attention and gain support from the public. In Spain, populist rhetoric has become increasingly prevalent, permeating both right-wing and left-wing political parties and their influential leaders. This study delves into a comprehensive analysis of the populist discourse employed by Vox's charismatic leader, Santiago Abascal, specifically focusing on his impactful interventions during the pivotal investiture debate on January 4, 2020. The aim is to identify and characterize the populist discursive features present in his speech. It demonstrates how the speaker adopts a wide range of persuasive strategies that forge a discourse that seeks to mobilize emotions and feelings in the audience, using a simple, direct, and accessible language to connect with the public. The significant impact of populism on Spanish political discourse, and its repercussions on the public reception, are also discussed.

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