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Resumen
The present paper aims to delve deeper into the representation of women
in public domains on 3.0 platforms. Specifically, emphasis will be placed
on the multimodal discursive analysis in the pre-vote and post-election
phase of Isabel Ayuso’s candidacy in the 4-M elections through the analysis of political memes. Among the strategies used by both politicians and
users of social networks, the meme is characterized as the most powerful instrument when it comes to producing a message. At the same time
is also a genre through which the political adversary is represented by
means of communication rules that eradicate what is known as ‘pop communication’. In this context, we ask ourselves what is the representation
of women in political domains in memes, what are the strategies used to
represent their figure and if they undergo any change between the electoral campaign and post-electoral phases.
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