TY - JOUR AU - Ruggeri, Alessia Anna Serena PY - 2022/07/11 Y2 - 2024/03/28 TI - EL USO DEL MEME EN LAS ELECCIONES DEL 4-M: ESTUDIO DE LAS ESTRATEGIAS ARGUMENTATIVAS Y DE PROYECCIÓN DE IMAGEN DE ISABEL AYUSO COMO CANDIDATA Y ALCALDESA DE MADRID JF - Cultura Latinoamericana JA - Rev. Cult. Lat. VL - 35 IS - 1 SE - Estudios Ibéricos DO - UR - https://editorial.ucatolica.edu.co/index.php/RevClat/article/view/4730 SP - 230-264 AB - <p>The present paper aims to delve deeper into the representation of women <br />in public domains on 3.0 platforms. Specifically, emphasis will be placed <br />on the multimodal discursive analysis in the pre-vote and post-election <br />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 <br />users of social networks, the meme is characterized as the most powerful instrument when it comes to producing a message. At the same time <br />is also a genre through which the political adversary is represented by <br />means of communication rules that eradicate what is known as ‘pop communication’. In this context, we ask ourselves what is the representation <br />of women in political domains in memes, what are the strategies used to <br />represent their figure and if they undergo any change between the electoral campaign and post-electoral phases.</p> ER -