Marketing político y marcos referenciales en los principales partidos políticos de España en las elecciones del 20D de 2015

Abstract

The elections of December 20, 2015 supposed a change in Spanish national policy since two new political parties, Podemos and Ciudadanos (Cs), broke into the Congress of Deputies, contesting the hegemony of the two large established parties, the Spanish Socialist Workers Party (PSOE) and the Popular Party (PP).The Popular Party, self-defined as liberal-conservative, was the political formation that governed Spain since 2011. The presidency of Mariano Rajoy was conditioned by different cases of corruption, a social discontent due to the so-called 'cuts' in public services and an economic crisis inherited from the previous Government. The Socialist Party, self-defined as leftist, was the political formation that had ruled Spain the longest since the beginning of democracy. The PSOE lost power in the 2011 elections, which caused profound changes in the organization of its party and for the first time the militancy elected Pedro Sánchez as Secretary General. Ciudadanos y Podemos were the formations that disputed the hegemony of PSOE and PP. Cs self-defined as a center-liberal party was born in the region of Catalonia in 2006 and was recognized for its opposition to nationalism, in 2015 it decided to make the leap to national politics. We can self-define as the representative of the popular classes to deal with the ruling classes...