Ceremonial and protocol as elements of credibility in Spanish politicians’ Instagram posts

Abstract

Ceremonial and political protocol establish a set of norms regarding behavior, attire, and spatial arrangement that reinforce the authority and legitimacy of public representatives (RUBIO CALERO, 2022). This article examines how Spanish politicians employ elements of ceremonial and protocol in constructing their public image through visual publications disseminated on the social network Instagram.The main objective of this article is to investigate the extent to which Spanish politicians dedicate their content to recounting events and acts governed by protocol and ceremonial norms, as well as to identify the personal elements of nonverbal political communication linked to these norms evident in the visual content published on the official profiles of Santiago Abascal, Isabel Díaz Ayuso, and Pedro Sánchez on this platform. The research period covers the first term of office of the President of the Government of Spain, Pedro Sánchez, beginning on January 7, 2020, and concluding on July 23, 2023. This study adopts a quantitative–qualitative methodology. The findings show that the three politicians under study made use of protocol and ceremonial elements to varying degrees, with the aim of constructing and projecting their political image, as well as reinforcing specific traits of their personality and political role. For studies on protocol and ceremonial practices, this research may be of particular relevance, as it offers empirical results derived from the practical application of theoretical foundations.