Las elecciones presidenciales de Estados Unidos desde la perspectiva de la prensa Europea

Translated title of the contribution: The United States presidential elections from the point of view of the European press

Carlos de las Heras-Pedrosa, Carmen Jambrino-Maldonado, Patricia Iglesias-Sánchez, Jairo Alfonso Lugo-Ocando

Research output: Contribution to journalArticle


Public relations strategies based on dramatization are key tools to achieving success in electoral campaigns. Press offices play a fundamental role as theatre directors, turning their leaders into great actors. What at first glance would look like a theatrical performance is, more than ever, what happened in the US presidential elections. Newspapers are intensifying the use of visual elements to reinforce the news. This research paper analyses 2,463 articles from eight digital newspapers in four countries to learn about the impact of visuals and dramatization on the European press. It seems paradoxical that the progressive newspapers devoted more articles to Trump than the conservative newspapers. A lack of time on the part of the journalists? What is certain is that the visuals prepared by Trump's press office and his perfectly designed public appearances, were reproduced by the media. The study shows that the progressive newspapers analysed have contributed to giving Trump greater visibility in Europe.

Original languageSpanish
Issue number1
Publication statusPublished - Jan 1 2019



  • Comunicación política
  • Elecciones presidenciales de Estados Unidos (2016)
  • Imagen pública
  • Leaders
  • Líderes
  • Political communication
  • Public image
  • Trump against Clinton
  • Trump contra Clinton
  • United States elections 2016

ASJC Scopus subject areas

  • Demography
  • Cultural Studies
  • Sociology and Political Science
  • Political Science and International Relations
  • Economics, Econometrics and Finance(all)
  • Law

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