Frames of Reference for the Electoral Debates of the 2015 and 2016 General Elections in Spain: Credibility Among the Young Public

Abstract

This work describes the impact of the communicative frames employed by electoral candidates, in the credibility attributed to them by Young voters; and the role in it of two debates for the Spanish general elections of 2015 and 2016. Polls were revised, and descriptive analyses of both political advertising and debates were performed. To explore perceived credibility, two focus groups were conducted with young actuants. Finally, several content analyses were practized on the tweets of the candidates, whose conflict frames got the voters tired. However, for young people, then incumbent president Mariano Rajoy looked more credible due to his naturalness.