Analysis of the Communication Strategy via Telegram in the 2024 European Elections: The Case of Vox and Se Acabó La Fiesta
Authorship
S.A.R.
Master's Degree in Technologies in Marketing an Political Communication
S.A.R.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
07.15.2025 09:30
07.15.2025 09:30
Summary
This study is a comparative analysis of the communication strategy in the digital sphere of Vox and SALF during the 2024 European Parliament election campaign, using a primarily qualitative methodology. The focus is mainly on the channels used, as well as the themes, frames, and messages employed, with special attention to the use of Telegram. Despite evident similarities between these two candidacies, which can be placed within the far-right family, significant differences also emerge in how they have chosen to communicate and reach their potential voters, as well as in the topics they have decided to emphasize. The anti-system component, to a greater or lesser extent, is a central axis of the political discourse of both formations.
This study is a comparative analysis of the communication strategy in the digital sphere of Vox and SALF during the 2024 European Parliament election campaign, using a primarily qualitative methodology. The focus is mainly on the channels used, as well as the themes, frames, and messages employed, with special attention to the use of Telegram. Despite evident similarities between these two candidacies, which can be placed within the far-right family, significant differences also emerge in how they have chosen to communicate and reach their potential voters, as well as in the topics they have decided to emphasize. The anti-system component, to a greater or lesser extent, is a central axis of the political discourse of both formations.
Direction
PEREIRA LOPEZ, MARIA (Tutorships)
PEREIRA LOPEZ, MARIA (Tutorships)
Court
Rivera Otero, Jose Manuel (Chairman)
MO GROBA, DIEGO (Secretary)
JARAIZ GULIAS, ERIKA (Member)
Rivera Otero, Jose Manuel (Chairman)
MO GROBA, DIEGO (Secretary)
JARAIZ GULIAS, ERIKA (Member)
Master Thesis
Authorship
C.A.T.
Master's Degree in Technologies in Marketing an Political Communication
C.A.T.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
09.10.2025 09:30
09.10.2025 09:30
Summary
O estudo que a continuación se presenta ten por obxectivo facer unha campaña de marketing no Concello da Estrada (Pontevedra) para a protección e utilización dos espazos públicos do centro do pobo. Para levar a cabo este traballo farase previamente unha análise do uso que fan os habitantes da Estrada dos seus espazos públicos e da relevancia que o patrimonio desta vila ten para a identidade e a memoria colectiva dos seus habitantes, tendo en conta os cambios sociodemográficos e tamén as reformas arquitectónicas acometidas nas últimas décadas. A análise céntrase en tres zonas do centro urbano que son singulares e cumpren unha función social e que, ademais, foron renovadas nos últimos anos: Praza do Concello, Alameda e Praza da Feira. Para levar a cabo esta investigación usarei un método de análise baseado en enquisas breves e entrevistas para a súa posterior análise cualitativa. Ademais utilizarei prensa local e a fotografías tomadas especificamente para levar a cabo este estudo. Ao longo deste traballo sociolóxico terase en conta a revisión de textos e literatura de diversos eidos, desde publicacións sobre socioloxía, arquitectura e outras do ámbito rexional e local sobre a evolución da vila. O obxectivo final da investigación é a realización dunha campaña de marketing institucional para o Concello da Estrada que fomente o uso dos espazos públicos analizados, cubrindo as demandas actuais dos estradenses e fomentando a protección e coidado deses espazos como gardiáns da memoria e identidade colectiva que pasa de xeración en xeración. A motivación deste estudo e proposta de campaña nace da percepción de ruptura dos estradenses coa identidade que reside no coidado e protección do patrimonio arquitectónico. Esta hipótese basease nas repetidas reformas acometidas no centro urbano, que buscan dar resposta a cambios sociais e novas necesidades, pero que poden afectar á simboloxía da vila, tal e como veñen denunciando algúns grupos sociais e fortemente os partidos da oposición. O rexeitamento a diversas obras e o debate social culminaron no 2024 coa realización dun referéndum a finais de ano que paralizou a proposta do Concello de trasladar unha farola que actúa como kilómetro cero e punto de encontro na vila. Tanto a oposición do goberno como a prensa local recolleron as queixas dos estradenses que vían na praza da Farola, un dos últimos vestixios do que fora A Estrada ata agora. A realización dun referendum por este motivo, nun concello de tamaño mediano, chamou a atención e foi noticia na prensa nacional. Este fito é un dos puntos de partida do traballo que se presenta a continuación. Partindo dos obxectivos de análise concretos cos que se espera obter unha diagnose do uso actual dos espazos públicos no centro da Estrada, así como das reclamas e queixas da cidadanía, este traballo servirá para ofrecer unha estratexia que sirva ó Concello para poñer en valor prazas e lugares publicos, adecuándoos ás necesidades das e dos estradenses.
O estudo que a continuación se presenta ten por obxectivo facer unha campaña de marketing no Concello da Estrada (Pontevedra) para a protección e utilización dos espazos públicos do centro do pobo. Para levar a cabo este traballo farase previamente unha análise do uso que fan os habitantes da Estrada dos seus espazos públicos e da relevancia que o patrimonio desta vila ten para a identidade e a memoria colectiva dos seus habitantes, tendo en conta os cambios sociodemográficos e tamén as reformas arquitectónicas acometidas nas últimas décadas. A análise céntrase en tres zonas do centro urbano que son singulares e cumpren unha función social e que, ademais, foron renovadas nos últimos anos: Praza do Concello, Alameda e Praza da Feira. Para levar a cabo esta investigación usarei un método de análise baseado en enquisas breves e entrevistas para a súa posterior análise cualitativa. Ademais utilizarei prensa local e a fotografías tomadas especificamente para levar a cabo este estudo. Ao longo deste traballo sociolóxico terase en conta a revisión de textos e literatura de diversos eidos, desde publicacións sobre socioloxía, arquitectura e outras do ámbito rexional e local sobre a evolución da vila. O obxectivo final da investigación é a realización dunha campaña de marketing institucional para o Concello da Estrada que fomente o uso dos espazos públicos analizados, cubrindo as demandas actuais dos estradenses e fomentando a protección e coidado deses espazos como gardiáns da memoria e identidade colectiva que pasa de xeración en xeración. A motivación deste estudo e proposta de campaña nace da percepción de ruptura dos estradenses coa identidade que reside no coidado e protección do patrimonio arquitectónico. Esta hipótese basease nas repetidas reformas acometidas no centro urbano, que buscan dar resposta a cambios sociais e novas necesidades, pero que poden afectar á simboloxía da vila, tal e como veñen denunciando algúns grupos sociais e fortemente os partidos da oposición. O rexeitamento a diversas obras e o debate social culminaron no 2024 coa realización dun referéndum a finais de ano que paralizou a proposta do Concello de trasladar unha farola que actúa como kilómetro cero e punto de encontro na vila. Tanto a oposición do goberno como a prensa local recolleron as queixas dos estradenses que vían na praza da Farola, un dos últimos vestixios do que fora A Estrada ata agora. A realización dun referendum por este motivo, nun concello de tamaño mediano, chamou a atención e foi noticia na prensa nacional. Este fito é un dos puntos de partida do traballo que se presenta a continuación. Partindo dos obxectivos de análise concretos cos que se espera obter unha diagnose do uso actual dos espazos públicos no centro da Estrada, así como das reclamas e queixas da cidadanía, este traballo servirá para ofrecer unha estratexia que sirva ó Concello para poñer en valor prazas e lugares publicos, adecuándoos ás necesidades das e dos estradenses.
Direction
BENITEZ BALEATO, JESUS MANUEL (Tutorships)
BENITEZ BALEATO, JESUS MANUEL (Tutorships)
Court
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
The configuration of the image of political leaders from a gender perspective in the written press: themes, attributes, and emotions
Authorship
R.A.R.
Master's Degree in Technologies in Marketing an Political Communication
R.A.R.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
09.10.2025 09:30
09.10.2025 09:30
Summary
This Master's Final Project (TFM) analyzes the construction of the image of Pedro Sánchez, Yolanda Díaz, Isabel Díaz Ayuso, and Alberto Núñez Feijóo as political leaders in the media. Focusing on opinion articles published in the digital versions of El País and El Mundo in the months leading up to the general elections of July 2023, its main objective is to explore the influence of gender and ideology on the representation of attributes, themes, and emotional dimensions associated with these leaders. The research adopts a predominantly qualitative approach, combining Critical Discourse Analysis (CDA) with interpretive content analysis (using ATLAS.ti for thematic and attributive coding) and lexicometric analysis of the emotional dimension (with LIWC). The sample consists of 24 opinion articles: 12 from El País and 12 from El Mundo. The results reveal that gender and ideological affinity are determinant in shaping the leaders' image. Furthermore, clear differences are observed in media criticism directed at men and women, manifesting in distinct emotional nuances and in the attribution of roles that, in Ayuso's case, challenge traditional stereotypes. Additionally, a strong ideological polarization is confirmed, where the media uses anger as a tool for confronting adversaries and emotional restraint as implicit legitimation for allies. It is concluded that opinion articles are central to the affective turn in politics, as themes, attributes, and emotions strategically interrelate to shape public perceptions and voting decisions, demonstrating that they constitute fundamental tools in shaping the image of political power in the digital age.
This Master's Final Project (TFM) analyzes the construction of the image of Pedro Sánchez, Yolanda Díaz, Isabel Díaz Ayuso, and Alberto Núñez Feijóo as political leaders in the media. Focusing on opinion articles published in the digital versions of El País and El Mundo in the months leading up to the general elections of July 2023, its main objective is to explore the influence of gender and ideology on the representation of attributes, themes, and emotional dimensions associated with these leaders. The research adopts a predominantly qualitative approach, combining Critical Discourse Analysis (CDA) with interpretive content analysis (using ATLAS.ti for thematic and attributive coding) and lexicometric analysis of the emotional dimension (with LIWC). The sample consists of 24 opinion articles: 12 from El País and 12 from El Mundo. The results reveal that gender and ideological affinity are determinant in shaping the leaders' image. Furthermore, clear differences are observed in media criticism directed at men and women, manifesting in distinct emotional nuances and in the attribution of roles that, in Ayuso's case, challenge traditional stereotypes. Additionally, a strong ideological polarization is confirmed, where the media uses anger as a tool for confronting adversaries and emotional restraint as implicit legitimation for allies. It is concluded that opinion articles are central to the affective turn in politics, as themes, attributes, and emotions strategically interrelate to shape public perceptions and voting decisions, demonstrating that they constitute fundamental tools in shaping the image of political power in the digital age.
Direction
MO GROBA, DIEGO (Tutorships)
MO GROBA, DIEGO (Tutorships)
Court
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
Far_Right Voting in Southern Europe: A Comparative Analysis of Spain, Greece, Italy, and Portugal
Authorship
I.A.C.H.
Master's Degree in Technologies in Marketing an Political Communication
I.A.C.H.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
07.15.2025 09:30
07.15.2025 09:30
Summary
Far_right parties, particularly across Europe, have experienced electoral and social growth to such an extent that they not only act as kingmakers but can also assume leadership of governments in their own. This dynamic has been especially pronounced in Southern Europe, where economic discontent, perceived insecurity, and migration management have been leveraged to construct identity_based and nationalist narratives. This study presents a quantitative analysis aimed at explaining electoral behavior, with a specific focus on the far-right electorate in Southern European countries. Using data from the European Social Survey, the analysis demonstrates that far_right parties exhibit similarities in the variables that influence their support, while also revealing intra-national differences, particularly regarding gender. Furthermore, the study provides numerical evidence supporting the notion_well_established in the literature that perceived proximity has a significant impact on voting choices.
Far_right parties, particularly across Europe, have experienced electoral and social growth to such an extent that they not only act as kingmakers but can also assume leadership of governments in their own. This dynamic has been especially pronounced in Southern Europe, where economic discontent, perceived insecurity, and migration management have been leveraged to construct identity_based and nationalist narratives. This study presents a quantitative analysis aimed at explaining electoral behavior, with a specific focus on the far-right electorate in Southern European countries. Using data from the European Social Survey, the analysis demonstrates that far_right parties exhibit similarities in the variables that influence their support, while also revealing intra-national differences, particularly regarding gender. Furthermore, the study provides numerical evidence supporting the notion_well_established in the literature that perceived proximity has a significant impact on voting choices.
Direction
CASTRO MARTINEZ, PALOMA (Tutorships)
CASTRO MARTINEZ, PALOMA (Tutorships)
Court
Rivera Otero, Jose Manuel (Chairman)
MO GROBA, DIEGO (Secretary)
JARAIZ GULIAS, ERIKA (Member)
Rivera Otero, Jose Manuel (Chairman)
MO GROBA, DIEGO (Secretary)
JARAIZ GULIAS, ERIKA (Member)
Structural limitations in Irish local government and public policy innovations: a case study of Co. Westmeath
Authorship
O.C.
Master's Degree in Local Government and Innovative Public Policies
O.C.
Master's Degree in Local Government and Innovative Public Policies
Defense date
07.03.2025 10:00
07.03.2025 10:00
Summary
This Master's thesis examines the structural limitations of the Irish local government system in developing innovative public policies, seeking to identify necessary reforms that can strengthen local autonomy. The research uses the legal framework established by the European Charter of Local Self-Government as a reference point and employs Co. Westmeath as a practical case study. The methodology combines documentary analysis with qualitative interviews, in addition to including a concrete public policy proposal focused on revitalising Irish folklore and language through local libraries. The analysis reveals various weaknesses in the current system, including the excessive concentration of power in the executive branch of the local County Council, limited local financing available, and the restricted legal capacity of elected councillors. In response to these issues, a set of reforms spanning legislative, administrative, and organisational areas is proposed to consolidate local democracy. The Scéalta na hIarmhí (Westmeath’s Stories) project serves as an illustrative example of how local authorities can drive social innovation with cultural and community impact, even when operating within highly centralised institutional frameworks.
This Master's thesis examines the structural limitations of the Irish local government system in developing innovative public policies, seeking to identify necessary reforms that can strengthen local autonomy. The research uses the legal framework established by the European Charter of Local Self-Government as a reference point and employs Co. Westmeath as a practical case study. The methodology combines documentary analysis with qualitative interviews, in addition to including a concrete public policy proposal focused on revitalising Irish folklore and language through local libraries. The analysis reveals various weaknesses in the current system, including the excessive concentration of power in the executive branch of the local County Council, limited local financing available, and the restricted legal capacity of elected councillors. In response to these issues, a set of reforms spanning legislative, administrative, and organisational areas is proposed to consolidate local democracy. The Scéalta na hIarmhí (Westmeath’s Stories) project serves as an illustrative example of how local authorities can drive social innovation with cultural and community impact, even when operating within highly centralised institutional frameworks.
Direction
BENITEZ BALEATO, JESUS MANUEL (Tutorships)
BENITEZ BALEATO, JESUS MANUEL (Tutorships)
Court
ALONSO ALVAREZ, ALBA (Chairman)
BARRAL BUCETA, BRAN (Secretary)
FERREIRO SEOANE, FRANCISCO JESUS (Member)
ALONSO ALVAREZ, ALBA (Chairman)
BARRAL BUCETA, BRAN (Secretary)
FERREIRO SEOANE, FRANCISCO JESUS (Member)
Master Thesis Analysis of Disinformation Campaigns in Russia through YouTube Comments: Case Studies on the War in Ukraine and the Death of Navalny
Authorship
R.E.
Master's Degree in Technologies in Marketing an Political Communication
R.E.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
07.10.2025 11:00
07.10.2025 11:00
Summary
This Master's Thesis analyzes patterns of disinformation and political polarization in YouTube comments related to the war in Ukraine and the figure of Alexei Navalny. To do so, more than 20,000 comments were collected from ten videos selected for their media and political relevance between 2022 and 2025. Techniques of natural language processing, sentiment analysis, term frequency analysis, TF-IDF, and thematic clustering with K-means were applied, supported by visualizations such as word clouds and cluster diagrams. The results show the existence of polarized narratives, both opposition and pro-government, as well as indications of orchestrated messages with potential manipulation objectives. This study confirms the hypothesis of the presence of disinformation dynamics in the Russian digital space, and also provides evidence on the usefulness of video platforms as an object of sociopolitical research. Finally, recommendations for future studies are proposed, highlighting the value of data science as a tool for critical analysis of political discourse in digital environments.
This Master's Thesis analyzes patterns of disinformation and political polarization in YouTube comments related to the war in Ukraine and the figure of Alexei Navalny. To do so, more than 20,000 comments were collected from ten videos selected for their media and political relevance between 2022 and 2025. Techniques of natural language processing, sentiment analysis, term frequency analysis, TF-IDF, and thematic clustering with K-means were applied, supported by visualizations such as word clouds and cluster diagrams. The results show the existence of polarized narratives, both opposition and pro-government, as well as indications of orchestrated messages with potential manipulation objectives. This study confirms the hypothesis of the presence of disinformation dynamics in the Russian digital space, and also provides evidence on the usefulness of video platforms as an object of sociopolitical research. Finally, recommendations for future studies are proposed, highlighting the value of data science as a tool for critical analysis of political discourse in digital environments.
Direction
BENITEZ BALEATO, JESUS MANUEL (Tutorships)
BENITEZ BALEATO, JESUS MANUEL (Tutorships)
Court
LAGARES DIEZ, MARIA NIEVES (Chairman)
PEREIRA LOPEZ, MARIA (Secretary)
BASTOS BOUBETA, MIGUEL ANXO (Member)
LAGARES DIEZ, MARIA NIEVES (Chairman)
PEREIRA LOPEZ, MARIA (Secretary)
BASTOS BOUBETA, MIGUEL ANXO (Member)
Proposed improvements for the management of Union European-funded projects in Galicia
Authorship
A.C.E.D.
Master's Degree in Local Government and Innovative Public Policies
A.C.E.D.
Master's Degree in Local Government and Innovative Public Policies
Defense date
02.17.2025 11:30
02.17.2025 11:30
Summary
The present report deals with aspects that would improve the management of projects with EU funding in Galicia. Initially, it explains theoretical issues that help to understand the integration processes that the European Union has undergone up to the present day and the process of regional representation in Brussels. Next, the work provides financial data extracted from the audit reports on European projects drawn up by the Concellos de Contas, to demonstrate the economic relevance of these funds at both the regional and local level. Subsequently, it is complemented with textual extracts from interviews with managers and beneficiaries of projects with European funding in Galicia, with the aim of identifying those issues which, in their experience, they consider should be improved based on some of the recommendations made by the Concello de Contas in the audit reports. A table is then created, consisting of a SWOT and CAME matrix, which, on the one hand, makes it possible to identify the issues to be improved obtained from the interviews and the audit reports and, on the other hand, to propose specific strategies and improvements to be developed. It concludes with the elaboration of a proposal of suggestions for improvement, in which concrete examples are given to implement in the future, based on the issues identified above, with the intention of improving and speeding up their development.
The present report deals with aspects that would improve the management of projects with EU funding in Galicia. Initially, it explains theoretical issues that help to understand the integration processes that the European Union has undergone up to the present day and the process of regional representation in Brussels. Next, the work provides financial data extracted from the audit reports on European projects drawn up by the Concellos de Contas, to demonstrate the economic relevance of these funds at both the regional and local level. Subsequently, it is complemented with textual extracts from interviews with managers and beneficiaries of projects with European funding in Galicia, with the aim of identifying those issues which, in their experience, they consider should be improved based on some of the recommendations made by the Concello de Contas in the audit reports. A table is then created, consisting of a SWOT and CAME matrix, which, on the one hand, makes it possible to identify the issues to be improved obtained from the interviews and the audit reports and, on the other hand, to propose specific strategies and improvements to be developed. It concludes with the elaboration of a proposal of suggestions for improvement, in which concrete examples are given to implement in the future, based on the issues identified above, with the intention of improving and speeding up their development.
Direction
BARRAL BUCETA, BRAN (Tutorships)
BARRAL BUCETA, BRAN (Tutorships)
Court
ALONSO ALVAREZ, ALBA (Chairman)
BENITEZ BALEATO, JESUS MANUEL (Secretary)
LOPEZ RODRIGUEZ, ALFONSO ANTONIO (Member)
ALONSO ALVAREZ, ALBA (Chairman)
BENITEZ BALEATO, JESUS MANUEL (Secretary)
LOPEZ RODRIGUEZ, ALFONSO ANTONIO (Member)
Trotskyist groups on Instagram: Digital strategy in the battle for the same voter niche in the 2023 Argentine PASO elections.
Authorship
I.F.S.
Master's Degree in Technologies in Marketing an Political Communication
I.F.S.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
09.10.2025 09:30
09.10.2025 09:30
Summary
This paper analyses the digital political marketing strategies employed by two competing Trotskyist lists within the Left and Workers' Front Unity (FITU) during the 2023 PASO elections in Argentina. The study focuses on how these organisations, sharing the same ideological tradition, used the Instagram platform to construct differentiated identities and mobilise the same electoral niche. The results reveal significant tensions in the digital adaptation of politics, showing different strategies of political personalisation, thematisation and framing of messages. The study concludes that the radical left faces significant electoral challenges in maintaining constructive interaction between the tradition based on party building and territorial mobilisation (offline) and cyberpolitics, where interaction and competitiveness in the digital space also mobilise the electorate.
This paper analyses the digital political marketing strategies employed by two competing Trotskyist lists within the Left and Workers' Front Unity (FITU) during the 2023 PASO elections in Argentina. The study focuses on how these organisations, sharing the same ideological tradition, used the Instagram platform to construct differentiated identities and mobilise the same electoral niche. The results reveal significant tensions in the digital adaptation of politics, showing different strategies of political personalisation, thematisation and framing of messages. The study concludes that the radical left faces significant electoral challenges in maintaining constructive interaction between the tradition based on party building and territorial mobilisation (offline) and cyberpolitics, where interaction and competitiveness in the digital space also mobilise the electorate.
Direction
JARAIZ GULIAS, ERIKA (Tutorships)
JARAIZ GULIAS, ERIKA (Tutorships)
Court
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
Competitive examinations in Spain and burnout syndrome
Authorship
S.F.A.
Master's Degree in Local Government and Innovative Public Policies
S.F.A.
Master's Degree in Local Government and Innovative Public Policies
Defense date
07.15.2025 10:00
07.15.2025 10:00
Summary
The present study aims to examine the relationship between the civil service examination preparation process and Burnout Syndrome among public employment candidates in Spain over the past decade. The objective is to identify the risk factors, as well as the emotional and psychological consequences associated with this process, particularly among young individuals aged 20 to 30, who appear to be the most significantly impacted. Upon identifying what can be considered a relevant issue, a qualitative documentary methodology, based on the collection of primary data, previous studies, specialized literature, and research across various professions, will be employed to support the development of a comprehensive civil service preparation framework. This framework seeks to promote a less competitive and dehumanizing process. In this regard, the study reflects on the necessity of public policies that not only address competitiveness in civil service examinations but also safeguard the psychological well-being of applicants. The early recognition of Burnout symptoms and the implementation of adequate support measures may enhance the candidates’ experiences and facilitate their successful integration into public sector employment.
The present study aims to examine the relationship between the civil service examination preparation process and Burnout Syndrome among public employment candidates in Spain over the past decade. The objective is to identify the risk factors, as well as the emotional and psychological consequences associated with this process, particularly among young individuals aged 20 to 30, who appear to be the most significantly impacted. Upon identifying what can be considered a relevant issue, a qualitative documentary methodology, based on the collection of primary data, previous studies, specialized literature, and research across various professions, will be employed to support the development of a comprehensive civil service preparation framework. This framework seeks to promote a less competitive and dehumanizing process. In this regard, the study reflects on the necessity of public policies that not only address competitiveness in civil service examinations but also safeguard the psychological well-being of applicants. The early recognition of Burnout symptoms and the implementation of adequate support measures may enhance the candidates’ experiences and facilitate their successful integration into public sector employment.
Direction
LOPEZ RODRIGUEZ, ALFONSO ANTONIO (Tutorships)
LOPEZ RODRIGUEZ, ALFONSO ANTONIO (Tutorships)
Court
DIZ OTERO, ISABEL (Chairman)
MARTINEZ BALLESTEROS, VICTOR HUGO (Secretary)
LUBIAN GRAÑA, CARLOS (Member)
DIZ OTERO, ISABEL (Chairman)
MARTINEZ BALLESTEROS, VICTOR HUGO (Secretary)
LUBIAN GRAÑA, CARLOS (Member)
Public opinion about gender policies: The case of Santiago de Compostela.
Authorship
A.F.G.
Master's Degree in Local Government and Innovative Public Policies
A.F.G.
Master's Degree in Local Government and Innovative Public Policies
Defense date
07.03.2025 10:30
07.03.2025 10:30
Summary
In a context in were equality policies are a fundamental pilar of well being, this research aims to analyze how citizens of Santiago de Compostela percive these policies. The study is based on a theorical framework that reviews the academic literature on the institucionalization of gender policies, with and emphasis on the case of Spain , the gender mainstreaming and Open Government principles in public policies desing. The methodological desing combines qualitative techniques, with analysis of secondary information on the municipal gender policies and an interview with a member of the municipal government, and quantitative techniques - conducting a survey of a sample of one hundrer peopleo in the Conxo Sociocultural Center. The results show that the level of knowledge and the assessment of public services changes depending on different variables such as gender or employment status, and also confirm that the opinions of citizens are of particular importance to the municipal government.
In a context in were equality policies are a fundamental pilar of well being, this research aims to analyze how citizens of Santiago de Compostela percive these policies. The study is based on a theorical framework that reviews the academic literature on the institucionalization of gender policies, with and emphasis on the case of Spain , the gender mainstreaming and Open Government principles in public policies desing. The methodological desing combines qualitative techniques, with analysis of secondary information on the municipal gender policies and an interview with a member of the municipal government, and quantitative techniques - conducting a survey of a sample of one hundrer peopleo in the Conxo Sociocultural Center. The results show that the level of knowledge and the assessment of public services changes depending on different variables such as gender or employment status, and also confirm that the opinions of citizens are of particular importance to the municipal government.
Direction
PALEO MOSQUERA, NATALIA (Tutorships)
PALEO MOSQUERA, NATALIA (Tutorships)
Court
ALONSO ALVAREZ, ALBA (Chairman)
BARRAL BUCETA, BRAN (Secretary)
FERREIRO SEOANE, FRANCISCO JESUS (Member)
ALONSO ALVAREZ, ALBA (Chairman)
BARRAL BUCETA, BRAN (Secretary)
FERREIRO SEOANE, FRANCISCO JESUS (Member)
Local Governance and Transdisciplinary Approaches to Flooding in Galicia: Contested Risks.
Authorship
P.F.G.
Master's Degree in Local Government and Innovative Public Policies
P.F.G.
Master's Degree in Local Government and Innovative Public Policies
Defense date
07.15.2025 10:30
07.15.2025 10:30
Summary
The global impact of floods, in a context marked by the climate crisis and uncertainty, highlights not only the increasing intensity and frequency of extreme natural events, but also the key role of human decisions in shaping and distributing their effects. In this scenario, Galician municipalities face the challenge of moving towards more proactive and innovative approaches, grounded in anticipation and supported by inclusive and context-sensitive local governance. The shift toward a preventive model requires questioning the lenses through which problems are interpreted and responses are designed. This Master's Thesis (TFM) proposes a transdisciplinary perspective that fosters dialogue between different forms of knowledge and viewpoints, as a tool to unsettle established frameworks and to understand water not as a risk to be fought, but as a condition to live with.
The global impact of floods, in a context marked by the climate crisis and uncertainty, highlights not only the increasing intensity and frequency of extreme natural events, but also the key role of human decisions in shaping and distributing their effects. In this scenario, Galician municipalities face the challenge of moving towards more proactive and innovative approaches, grounded in anticipation and supported by inclusive and context-sensitive local governance. The shift toward a preventive model requires questioning the lenses through which problems are interpreted and responses are designed. This Master's Thesis (TFM) proposes a transdisciplinary perspective that fosters dialogue between different forms of knowledge and viewpoints, as a tool to unsettle established frameworks and to understand water not as a risk to be fought, but as a condition to live with.
Direction
LOIS GONZALEZ, MARTA IRENE (Tutorships)
LOIS GONZALEZ, MARTA IRENE (Tutorships)
Court
DIZ OTERO, ISABEL (Chairman)
MARTINEZ BALLESTEROS, VICTOR HUGO (Secretary)
LUBIAN GRAÑA, CARLOS (Member)
DIZ OTERO, ISABEL (Chairman)
MARTINEZ BALLESTEROS, VICTOR HUGO (Secretary)
LUBIAN GRAÑA, CARLOS (Member)
Women's Information Centres in Galicia: Analysis of the current situation and proposals for the redesign of the service
Authorship
M.G.C.
Master's Degree in Local Government and Innovative Public Policies
M.G.C.
Master's Degree in Local Government and Innovative Public Policies
Defense date
07.03.2025 11:00
07.03.2025 11:00
Summary
In a context of growing involvement by local authorities in the development of public policies on equality, Women's Information Centres have played a central role in providing support to victims of gender-based violence, with a free multidisciplinary intervention model characterised by the proximity of the centres to the reality of the victims and the territory. In addition, the WICs have also played a role in promoting the prevention of this type of violence and raising public awareness of gender equality. In view of this, the main objective of this research project is to analyse the current situation of the Galician WICs in order to identify the strengths and weaknesses of the current model and make proposals for improving the design and implementation of the service. To collect information, fieldwork was designed based on a questionnaire sent to all WICs in Galicia and interviews with centre staff and people with political responsibilities in the area of equality and prevention of gender-based violence.
In a context of growing involvement by local authorities in the development of public policies on equality, Women's Information Centres have played a central role in providing support to victims of gender-based violence, with a free multidisciplinary intervention model characterised by the proximity of the centres to the reality of the victims and the territory. In addition, the WICs have also played a role in promoting the prevention of this type of violence and raising public awareness of gender equality. In view of this, the main objective of this research project is to analyse the current situation of the Galician WICs in order to identify the strengths and weaknesses of the current model and make proposals for improving the design and implementation of the service. To collect information, fieldwork was designed based on a questionnaire sent to all WICs in Galicia and interviews with centre staff and people with political responsibilities in the area of equality and prevention of gender-based violence.
Direction
BOUZAS LORENZO, RAMON ANGEL (Tutorships)
BOUZAS LORENZO, RAMON ANGEL (Tutorships)
Court
ALONSO ALVAREZ, ALBA (Chairman)
BARRAL BUCETA, BRAN (Secretary)
FERREIRO SEOANE, FRANCISCO JESUS (Member)
ALONSO ALVAREZ, ALBA (Chairman)
BARRAL BUCETA, BRAN (Secretary)
FERREIRO SEOANE, FRANCISCO JESUS (Member)
Against Gender Ideology: Discursive and Communicative Strategies of VOX Against Feminism in Spain
Authorship
J.H.
Master's Degree in Technologies in Marketing an Political Communication
J.H.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
07.15.2025 09:30
07.15.2025 09:30
Summary
This study analyzes the discursive strategies employed by the political party VOX in Spain to construct a narrative opposed to what it terms “gender ideology.” In recent years, VOX has intensified its attacks against public policies on gender equality, feminism, and LGBTQ+ rights, using discourses that appeal to the defense of the traditional family, child protection, and rejection of “indoctrination” in schools. The main objective of this research is to examine how VOX configures its anti-gender discourse across different communication platforms-including social media, parliamentary interventions, and campaign materials-and how this discourse reflects a political strategy aimed at emotionally mobilizing certain social sectors. The adopted methodology combines a qualitative approach, focused on discourse analysis, with a secondary quantitative approach based on CIS data, which allows for contextualizing social perceptions around these issues. Preliminary results show that VOX uses a polarizing and highly emotional communicative framework, where symbolic enemies (feminism, the trans collective, gender laws) are constructed as threats to traditional values. This research contributes to understanding how far-right discourses adapt to the current media ecosystem and penetrate public debate through ideological normalization strategies.
This study analyzes the discursive strategies employed by the political party VOX in Spain to construct a narrative opposed to what it terms “gender ideology.” In recent years, VOX has intensified its attacks against public policies on gender equality, feminism, and LGBTQ+ rights, using discourses that appeal to the defense of the traditional family, child protection, and rejection of “indoctrination” in schools. The main objective of this research is to examine how VOX configures its anti-gender discourse across different communication platforms-including social media, parliamentary interventions, and campaign materials-and how this discourse reflects a political strategy aimed at emotionally mobilizing certain social sectors. The adopted methodology combines a qualitative approach, focused on discourse analysis, with a secondary quantitative approach based on CIS data, which allows for contextualizing social perceptions around these issues. Preliminary results show that VOX uses a polarizing and highly emotional communicative framework, where symbolic enemies (feminism, the trans collective, gender laws) are constructed as threats to traditional values. This research contributes to understanding how far-right discourses adapt to the current media ecosystem and penetrate public debate through ideological normalization strategies.
Direction
LOPEZ RODRIGUEZ, ALFONSO ANTONIO (Tutorships)
LOPEZ RODRIGUEZ, ALFONSO ANTONIO (Tutorships)
Court
Rivera Otero, Jose Manuel (Chairman)
MO GROBA, DIEGO (Secretary)
JARAIZ GULIAS, ERIKA (Member)
Rivera Otero, Jose Manuel (Chairman)
MO GROBA, DIEGO (Secretary)
JARAIZ GULIAS, ERIKA (Member)
Spain's 2023 General Elections: Analysis of the Emotional Component in Pedro Sánchez’s Speeches
Authorship
F.L.
Master's Degree in Technologies in Marketing an Political Communication
F.L.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
07.10.2025 11:00
07.10.2025 11:00
Summary
This study, titled “Spain’s 2023 General Elections: Analysis of the Emotional Component in Pedro Sánchez’s Speeches”, explores the role of emotional expression in shaping leadership perception and public opinion through five key campaign speeches. Using a methodological approach that combines Critical Discourse Analysis and qualitative content analysis, the research develops a classification system based on emotional polarity (positive and negative) to examine emotional guidance strategies and rhetorical structures across different stages of the campaign. Public responses are incorporated through social media comments and mainstream media coverage to assess how these emotional strategies are interpreted and echoed by the audience. The findings reveal that Sánchez employed repetition, metaphor, and collective appeals to activate positive emotions, while selectively introducing negative emotional cues as a form of alert, thus reinforcing emotional identification with his leadership. The study proposes an integrative analytical framework that connects political discourse with voters’ emotional and perceptual responses.
This study, titled “Spain’s 2023 General Elections: Analysis of the Emotional Component in Pedro Sánchez’s Speeches”, explores the role of emotional expression in shaping leadership perception and public opinion through five key campaign speeches. Using a methodological approach that combines Critical Discourse Analysis and qualitative content analysis, the research develops a classification system based on emotional polarity (positive and negative) to examine emotional guidance strategies and rhetorical structures across different stages of the campaign. Public responses are incorporated through social media comments and mainstream media coverage to assess how these emotional strategies are interpreted and echoed by the audience. The findings reveal that Sánchez employed repetition, metaphor, and collective appeals to activate positive emotions, while selectively introducing negative emotional cues as a form of alert, thus reinforcing emotional identification with his leadership. The study proposes an integrative analytical framework that connects political discourse with voters’ emotional and perceptual responses.
Direction
MANEIRO CRESPO, ELBA (Tutorships)
MANEIRO CRESPO, ELBA (Tutorships)
Court
LAGARES DIEZ, MARIA NIEVES (Chairman)
PEREIRA LOPEZ, MARIA (Secretary)
BASTOS BOUBETA, MIGUEL ANXO (Member)
LAGARES DIEZ, MARIA NIEVES (Chairman)
PEREIRA LOPEZ, MARIA (Secretary)
BASTOS BOUBETA, MIGUEL ANXO (Member)
CRACKS AND RECONSTRUCTION: A Study of the Paradigm Conflict in Political Communication between the Deglobalization of the European Right and the Globalization of China's Belt and Road Initiative
Authorship
M.L.
Master's Degree in Technologies in Marketing an Political Communication
M.L.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
07.10.2025 11:00
07.10.2025 11:00
Summary
This study seeks to analyze in depth the conflicting paradigms of political communication between the European right anti-globalization and the Chinese Belt and Road globalization movement in the context of globalization. Using political rupture theory (Lipset and Rokkan, 1967) and frame theory (Goffman, 1974), through methodological pluralism (Maxwell, 2016), this study explores how both paradigms shape the vision of global order and reveals the key role of communication in managing ruptures. The study concluded that the European right tends to exploit social divisions. By activating traditional divisions, such as center-periphery and religious-secular, it transforms the contradictions of globalization into identity-based confrontations (such as the migration threat theory) and uses media mechanisms such as polarization frames and algorithmic echo chambers to stimulate identity-based, sovereignty-based, and distributive divisions, thereby promoting the anti-globalization agenda. China's Belt and Road Initiative takes as its central narrative a community of shared future for humanity, adopts strategies such as infrastructure, cultural empathy, and global governance, and reconstructs the history of development through the framework of connectivity and mutual learning among civilizations, weakening ideological confrontation and attempting to dissolve divisions. Based on this, this study proposes that the possibility of communicative redemption lies in building a mechanism for multi-issue dialogue, cultivating global communicative literacy, and innovating in the content and forms of communication to provide a peaceful and coexisting solution to conflicts between civilizations. This study not only enriches the theory of political communication, but also provides an important reference for the practice of international relations in the era of globalization.
This study seeks to analyze in depth the conflicting paradigms of political communication between the European right anti-globalization and the Chinese Belt and Road globalization movement in the context of globalization. Using political rupture theory (Lipset and Rokkan, 1967) and frame theory (Goffman, 1974), through methodological pluralism (Maxwell, 2016), this study explores how both paradigms shape the vision of global order and reveals the key role of communication in managing ruptures. The study concluded that the European right tends to exploit social divisions. By activating traditional divisions, such as center-periphery and religious-secular, it transforms the contradictions of globalization into identity-based confrontations (such as the migration threat theory) and uses media mechanisms such as polarization frames and algorithmic echo chambers to stimulate identity-based, sovereignty-based, and distributive divisions, thereby promoting the anti-globalization agenda. China's Belt and Road Initiative takes as its central narrative a community of shared future for humanity, adopts strategies such as infrastructure, cultural empathy, and global governance, and reconstructs the history of development through the framework of connectivity and mutual learning among civilizations, weakening ideological confrontation and attempting to dissolve divisions. Based on this, this study proposes that the possibility of communicative redemption lies in building a mechanism for multi-issue dialogue, cultivating global communicative literacy, and innovating in the content and forms of communication to provide a peaceful and coexisting solution to conflicts between civilizations. This study not only enriches the theory of political communication, but also provides an important reference for the practice of international relations in the era of globalization.
Direction
LOPEZ RODRIGUEZ, ALFONSO ANTONIO (Tutorships)
LOPEZ RODRIGUEZ, ALFONSO ANTONIO (Tutorships)
Court
LAGARES DIEZ, MARIA NIEVES (Chairman)
PEREIRA LOPEZ, MARIA (Secretary)
BASTOS BOUBETA, MIGUEL ANXO (Member)
LAGARES DIEZ, MARIA NIEVES (Chairman)
PEREIRA LOPEZ, MARIA (Secretary)
BASTOS BOUBETA, MIGUEL ANXO (Member)
Local welfare systems and aging policies in urban municipalities in Galicia
Authorship
I.L.A.
Master's Degree in Local Government and Innovative Public Policies
I.L.A.
Master's Degree in Local Government and Innovative Public Policies
Defense date
07.03.2025 11:30
07.03.2025 11:30
Summary
This Master's Thesis analyzes local aging policies in urban municipalities in Galicia through the lens of local welfare systems. The study is framed within the context of accelerated demographic aging in Galicia and focuses on the capacity of municipalities to respond, from a proximity-based approach, to the challenges posed by this phenomenon. The analysis is based on a sample of 15 urban municipalities, including the seven Galician cities and the most populous municipalities in each province. The methodological design combines sociodemographic analysis, a review of local public policies, and semi-structured interviews. The results reveal an uneven response among municipalities, but also highlight a wide range of implemented measures, both in the sociosanitary and sociocultural spheres. Overall, the study demonstrates a local commitment to aging-related issues, although challenges remain in terms of coordination and the integration of a gender perspective and the principles of the 2030 Agenda.
This Master's Thesis analyzes local aging policies in urban municipalities in Galicia through the lens of local welfare systems. The study is framed within the context of accelerated demographic aging in Galicia and focuses on the capacity of municipalities to respond, from a proximity-based approach, to the challenges posed by this phenomenon. The analysis is based on a sample of 15 urban municipalities, including the seven Galician cities and the most populous municipalities in each province. The methodological design combines sociodemographic analysis, a review of local public policies, and semi-structured interviews. The results reveal an uneven response among municipalities, but also highlight a wide range of implemented measures, both in the sociosanitary and sociocultural spheres. Overall, the study demonstrates a local commitment to aging-related issues, although challenges remain in terms of coordination and the integration of a gender perspective and the principles of the 2030 Agenda.
Direction
PALEO MOSQUERA, NATALIA (Tutorships)
CERNADAS RAMOS, ANDRES (Co-tutorships)
PALEO MOSQUERA, NATALIA (Tutorships)
CERNADAS RAMOS, ANDRES (Co-tutorships)
Court
ALONSO ALVAREZ, ALBA (Chairman)
BARRAL BUCETA, BRAN (Secretary)
FERREIRO SEOANE, FRANCISCO JESUS (Member)
ALONSO ALVAREZ, ALBA (Chairman)
BARRAL BUCETA, BRAN (Secretary)
FERREIRO SEOANE, FRANCISCO JESUS (Member)
Motivations and Behavioral Patterns of Users on Political Issues in Social Media: The Case of Spain
Authorship
G.L.
Master's Degree in Technologies in Marketing an Political Communication
G.L.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
09.10.2025 09:30
09.10.2025 09:30
Summary
In the age of digital political communication, Twitter has become a central space where electoral campaigns unfold and public opinion takes shape. This thesis explores the communication strategies of Spain’s main political leaders and their influence on user behavior during the 2023 general election. The aim is to identify thematic agendas, examine emotional strategies, and measure engagement levels to better understand what drives user participation in a polarized, multi-party environment. A mixed-method approach was adopted, combining quantitative content analysis with natural language processing tools. A corpus of tweets from the four leading political figures (Pedro Sánchez, Alberto Núñez Feijóo, Santiago Abascal, and Yolanda Díaz) was analyzed using ATLAS.ti for thematic coding and Spanish Sentiment 2.0 to assess emotional intensity. Engagement was measured using a weighted “Interaction Intensity” metric. The findings reveal strong thematic polarization: the right-wing bloc (PP and Vox) focused on criticizing the government and territorial issues, while the left-wing bloc (PSOE and Sumar) emphasized the social agenda and defended their governance record. Interaction data show that highly confrontational topics and those related to national identity spark the most engagement, suggesting that the platform’s architecture amplifies polarization. Finally, through an intercultural lens from an Asian perspective, the concept of a “decoding gap” is introduced, highlighting how the interpretation of visual political messages is deeply shaped by cultural context. This research concludes that digital strategy, algorithmic dynamics, and cultural framing are inseparable when analyzing contemporary political communication.
In the age of digital political communication, Twitter has become a central space where electoral campaigns unfold and public opinion takes shape. This thesis explores the communication strategies of Spain’s main political leaders and their influence on user behavior during the 2023 general election. The aim is to identify thematic agendas, examine emotional strategies, and measure engagement levels to better understand what drives user participation in a polarized, multi-party environment. A mixed-method approach was adopted, combining quantitative content analysis with natural language processing tools. A corpus of tweets from the four leading political figures (Pedro Sánchez, Alberto Núñez Feijóo, Santiago Abascal, and Yolanda Díaz) was analyzed using ATLAS.ti for thematic coding and Spanish Sentiment 2.0 to assess emotional intensity. Engagement was measured using a weighted “Interaction Intensity” metric. The findings reveal strong thematic polarization: the right-wing bloc (PP and Vox) focused on criticizing the government and territorial issues, while the left-wing bloc (PSOE and Sumar) emphasized the social agenda and defended their governance record. Interaction data show that highly confrontational topics and those related to national identity spark the most engagement, suggesting that the platform’s architecture amplifies polarization. Finally, through an intercultural lens from an Asian perspective, the concept of a “decoding gap” is introduced, highlighting how the interpretation of visual political messages is deeply shaped by cultural context. This research concludes that digital strategy, algorithmic dynamics, and cultural framing are inseparable when analyzing contemporary political communication.
Direction
LOPEZ LOPEZ, PAULO CARLOS (Tutorships)
LOPEZ LOPEZ, PAULO CARLOS (Tutorships)
Court
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
10 years of the new municipalism: the cases of Compostela Aberta and Marea Atlántica
Authorship
M.M.P.
Master's Degree in Local Government and Innovative Public Policies
M.M.P.
Master's Degree in Local Government and Innovative Public Policies
Defense date
07.15.2025 11:00
07.15.2025 11:00
Summary
In 2025, the so-called «city councils of change» will celebrate 10 years since they came to power, winning the mayoralties of the main cities in this country. This is the ideal time to assess, within a certain timeframe, the strengths and weaknesses of new municipalism. To this end, we review the existing literature on new municipalisms and public agendas, complemented by information obtained from official sources on the development of local policies. This review analyzes the main innovative public policies of the municipal governments of Marea Atlántica and Compostela Aberta between 2015 and 2019.
In 2025, the so-called «city councils of change» will celebrate 10 years since they came to power, winning the mayoralties of the main cities in this country. This is the ideal time to assess, within a certain timeframe, the strengths and weaknesses of new municipalism. To this end, we review the existing literature on new municipalisms and public agendas, complemented by information obtained from official sources on the development of local policies. This review analyzes the main innovative public policies of the municipal governments of Marea Atlántica and Compostela Aberta between 2015 and 2019.
Direction
LOIS GONZALEZ, MARTA IRENE (Tutorships)
LOIS GONZALEZ, MARTA IRENE (Tutorships)
Court
DIZ OTERO, ISABEL (Chairman)
MARTINEZ BALLESTEROS, VICTOR HUGO (Secretary)
LUBIAN GRAÑA, CARLOS (Member)
DIZ OTERO, ISABEL (Chairman)
MARTINEZ BALLESTEROS, VICTOR HUGO (Secretary)
LUBIAN GRAÑA, CARLOS (Member)
Postmaterialism in the Spanish Parliament: an analysis of the argumentative and emotional dimension of its debates
Authorship
A.P.N.
Master's Degree in Technologies in Marketing an Political Communication
A.P.N.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
09.10.2025 09:30
09.10.2025 09:30
Summary
The objective of this study is to analyze how the speeches of PSOE, PP, and the Government of Spain are constructed both argumentatively and emotionally in four parliamentary debates related to postmaterialist values: same-sex marriage, gender equality, voluntary termination of pregnancy, and LGTBI rights. To guide the research, four main questions are posed: what are the central arguments of the two main parties and the Government in each debate? Are there cross-cutting themes across the four debates? What is the emotional charge of each debate? And are there topics or actors where emotional differences are observed? From a theoretical perspective, the study integrates Inglehart’s postmaterialist approach with the growing attention to the role of emotions in political science. Methodologically, the research is framed within critical discourse analysis, with references to van Dijk. The study is primarily qualitative, although quantitative techniques are employed to systematize and compare the speeches. The objects of study were eleven interventions in the last debate prior to the approval of the laws analysed. The Atlas.ti tool enabled an initial coding process and the subsequent grouping of categories, distinguishing between argumentative and emotional codes. The results show a high degree of argumentative convergence between PSOE and the Government, the presence of cross-cutting themes across debates, and differences in the emotional charge of speeches depending on the topic and the political role of the speaker.
The objective of this study is to analyze how the speeches of PSOE, PP, and the Government of Spain are constructed both argumentatively and emotionally in four parliamentary debates related to postmaterialist values: same-sex marriage, gender equality, voluntary termination of pregnancy, and LGTBI rights. To guide the research, four main questions are posed: what are the central arguments of the two main parties and the Government in each debate? Are there cross-cutting themes across the four debates? What is the emotional charge of each debate? And are there topics or actors where emotional differences are observed? From a theoretical perspective, the study integrates Inglehart’s postmaterialist approach with the growing attention to the role of emotions in political science. Methodologically, the research is framed within critical discourse analysis, with references to van Dijk. The study is primarily qualitative, although quantitative techniques are employed to systematize and compare the speeches. The objects of study were eleven interventions in the last debate prior to the approval of the laws analysed. The Atlas.ti tool enabled an initial coding process and the subsequent grouping of categories, distinguishing between argumentative and emotional codes. The results show a high degree of argumentative convergence between PSOE and the Government, the presence of cross-cutting themes across debates, and differences in the emotional charge of speeches depending on the topic and the political role of the speaker.
Direction
JARAIZ GULIAS, ERIKA (Tutorships)
JARAIZ GULIAS, ERIKA (Tutorships)
Court
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
The Construction of the Metropolitan Phenomenon: A Case Study of the Metropolitan Area of Vigo
Authorship
C.R.R.
Master's Degree in Local Government and Innovative Public Policies
C.R.R.
Master's Degree in Local Government and Innovative Public Policies
Defense date
07.15.2025 11:30
07.15.2025 11:30
Summary
This research consists of a case study of the Vigo Metropolitan Area (AMVi), which, together with Barcelona, constitutes one of the only two metropolitan areas legally recognized in Spain. Although the AMVi has remained inactive since 2020, this study aims to define the structure formed by the municipalities that are or could have been part of it, as well as to analyze its current status from legal, academic, economic, and political perspectives. A mixed-methods approach is used, combining network analysis -to structure mobility between municipalities-, synthetic indicators -to measure rurality-, and interviews with key actors- to obtain insights in both the political and technical spheres. The results show that the municipalities surrounding the central city form a relatively polycentric structure, in which, alongside Vigo, O Porriño and Redondela (within the AMVi) and Ponteareas (outside the AMVi) stand out due to their strong connections. Furthermore, significant rural-urban and center-periphery dualities are observed among the municipalities, also reflected in access to services such as transportation, which is a key issue in the demands and criticisms raised by the municipalities, especially the more rural ones. Finally, the ongoing paralysis of the AMVi is confirmed, a situation attributed to a lack of political will, and its future is generally perceived with pessimism.
This research consists of a case study of the Vigo Metropolitan Area (AMVi), which, together with Barcelona, constitutes one of the only two metropolitan areas legally recognized in Spain. Although the AMVi has remained inactive since 2020, this study aims to define the structure formed by the municipalities that are or could have been part of it, as well as to analyze its current status from legal, academic, economic, and political perspectives. A mixed-methods approach is used, combining network analysis -to structure mobility between municipalities-, synthetic indicators -to measure rurality-, and interviews with key actors- to obtain insights in both the political and technical spheres. The results show that the municipalities surrounding the central city form a relatively polycentric structure, in which, alongside Vigo, O Porriño and Redondela (within the AMVi) and Ponteareas (outside the AMVi) stand out due to their strong connections. Furthermore, significant rural-urban and center-periphery dualities are observed among the municipalities, also reflected in access to services such as transportation, which is a key issue in the demands and criticisms raised by the municipalities, especially the more rural ones. Finally, the ongoing paralysis of the AMVi is confirmed, a situation attributed to a lack of political will, and its future is generally perceived with pessimism.
Direction
BARRAL BUCETA, BRAN (Tutorships)
BARRAL BUCETA, BRAN (Tutorships)
Court
DIZ OTERO, ISABEL (Chairman)
MARTINEZ BALLESTEROS, VICTOR HUGO (Secretary)
LUBIAN GRAÑA, CARLOS (Member)
DIZ OTERO, ISABEL (Chairman)
MARTINEZ BALLESTEROS, VICTOR HUGO (Secretary)
LUBIAN GRAÑA, CARLOS (Member)
The construction of closeness to the extreme right parties: how woke culture has impacted Spain, Portugal and Italy.
Authorship
D.T.F.
Master's Degree in Technologies in Marketing an Political Communication
D.T.F.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
07.10.2025 11:00
07.10.2025 11:00
Summary
The rise of the extreme right in southern Europe has reshaped the parties systems of Spain, Portugal, and Italy. This research addresses how the reaction to the so-called woke culture has become a key factor in mobilizing the electorate. It comparatively analyzes the influence of attitudes on immigration, equality, climate change, or lgbti-phobia in the construction of closeness to parties such as Vox, Chega, Fratelli d'Italia, and the Lega, seeking to delimit the weight and specificities of this “cultural war” in each national context. To conduct this research, a quantitative methodological approach is applied, the results of which reflect the significant importance of woke variables in building this closeness.
The rise of the extreme right in southern Europe has reshaped the parties systems of Spain, Portugal, and Italy. This research addresses how the reaction to the so-called woke culture has become a key factor in mobilizing the electorate. It comparatively analyzes the influence of attitudes on immigration, equality, climate change, or lgbti-phobia in the construction of closeness to parties such as Vox, Chega, Fratelli d'Italia, and the Lega, seeking to delimit the weight and specificities of this “cultural war” in each national context. To conduct this research, a quantitative methodological approach is applied, the results of which reflect the significant importance of woke variables in building this closeness.
Direction
MO GROBA, DIEGO (Tutorships)
MO GROBA, DIEGO (Tutorships)
Court
LAGARES DIEZ, MARIA NIEVES (Chairman)
PEREIRA LOPEZ, MARIA (Secretary)
BASTOS BOUBETA, MIGUEL ANXO (Member)
LAGARES DIEZ, MARIA NIEVES (Chairman)
PEREIRA LOPEZ, MARIA (Secretary)
BASTOS BOUBETA, MIGUEL ANXO (Member)
The local police unit of Santiago de Compostela towards a new model of public service.
Authorship
M.E.V.E.
Master's Degree in Local Government and Innovative Public Policies
M.E.V.E.
Master's Degree in Local Government and Innovative Public Policies
Defense date
07.03.2025 12:00
07.03.2025 12:00
Summary
The local police unit of Santiago de Compostela towards a new model of public service is an intervention project that propose the modernization of the Local Police through an approach based on proximity, innovation, and citizen cooperation. The project addresses the need to redefine the service model of the Local Police of Santiago de Compostela, takin into account the current challenges of a city with high urban, institutional, and social complexity. Through a critical analysis of the existing model and its fit within the local context, structural and operational limitations are identified that hinder an effective response to the demands of the public. The main objective is to formulate a proposal for organizational improvement that enables progress towards a community oriented, modern, technologically adapted, and people centred police force. To achieve this, proven tools for organizational change management are incorporated, with the aim of fostering a viable and sustainable transformation of the local police service.
The local police unit of Santiago de Compostela towards a new model of public service is an intervention project that propose the modernization of the Local Police through an approach based on proximity, innovation, and citizen cooperation. The project addresses the need to redefine the service model of the Local Police of Santiago de Compostela, takin into account the current challenges of a city with high urban, institutional, and social complexity. Through a critical analysis of the existing model and its fit within the local context, structural and operational limitations are identified that hinder an effective response to the demands of the public. The main objective is to formulate a proposal for organizational improvement that enables progress towards a community oriented, modern, technologically adapted, and people centred police force. To achieve this, proven tools for organizational change management are incorporated, with the aim of fostering a viable and sustainable transformation of the local police service.
Direction
BOUZAS LORENZO, RAMON ANGEL (Tutorships)
BOUZAS LORENZO, RAMON ANGEL (Tutorships)
Court
ALONSO ALVAREZ, ALBA (Chairman)
BARRAL BUCETA, BRAN (Secretary)
FERREIRO SEOANE, FRANCISCO JESUS (Member)
ALONSO ALVAREZ, ALBA (Chairman)
BARRAL BUCETA, BRAN (Secretary)
FERREIRO SEOANE, FRANCISCO JESUS (Member)
Youth, the Far Right, and Social Media in Spain
Authorship
M.V.B.
Master's Degree in Technologies in Marketing an Political Communication
M.V.B.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
09.10.2025 09:30
09.10.2025 09:30
Summary
This study investigates the reaction that far-right movements on social media generate among young people in spanish political context, With the aim of analyzing how social media influence the attraction and acceptance of far-right discourse among Spanish youth, identifying the communicative, emotional, and contextual factors that enhance its political impact. To this end, a questionnaire was administered to a group of experts to analyze their perceptions of the relationship between youth, social media, and the far right. The analysis of their responses revealed relevant trends, such as the far right’s tendency to employ simple, concise, emotional, and symbolism laden messages on social media, crafting their own narrative under the pretext of “saving Spain” from common enemies. This narrative is embraced by a significant number of young people, who are also drawn by the desire to belong to a collective, a need that social media easily fulfills. Observations such as these, among others, provide valuable insights for understanding the factors influencing young people’s support for far-right parties in Spain, as well as their impact in the digital sphere.
This study investigates the reaction that far-right movements on social media generate among young people in spanish political context, With the aim of analyzing how social media influence the attraction and acceptance of far-right discourse among Spanish youth, identifying the communicative, emotional, and contextual factors that enhance its political impact. To this end, a questionnaire was administered to a group of experts to analyze their perceptions of the relationship between youth, social media, and the far right. The analysis of their responses revealed relevant trends, such as the far right’s tendency to employ simple, concise, emotional, and symbolism laden messages on social media, crafting their own narrative under the pretext of “saving Spain” from common enemies. This narrative is embraced by a significant number of young people, who are also drawn by the desire to belong to a collective, a need that social media easily fulfills. Observations such as these, among others, provide valuable insights for understanding the factors influencing young people’s support for far-right parties in Spain, as well as their impact in the digital sphere.
Direction
LOPEZ LOPEZ, PAULO CARLOS (Tutorships)
LOPEZ LOPEZ, PAULO CARLOS (Tutorships)
Court
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
Master Thesis - Anatomy of Perception: Political Leadership, Eye-Tracking and Semiotics in the Uruguayan Electoral Campaign
Authorship
P.R.V.I.
Master's Degree in Technologies in Marketing an Political Communication
P.R.V.I.
Master's Degree in Technologies in Marketing an Political Communication
Defense date
09.10.2025 09:30
09.10.2025 09:30
Summary
This study approaches the analysis of electoral posters from a semiotic and neuromarketing perspective, focusing on the five main presidential candidates in Uruguay’s 2024 national elections. Using visual analysis and eye-tracking technology, the study observes attention patterns shown by voters when exposed to different visual stimuli. The data collected is then segmented by demographic, political, and perceptual variables in order to draw meaningful conclusions. The semiotic analysis provides a qualitative reading of the graphic, typographic, and symbolic elements present in each poster, exploring how they are used to communicate leadership attributes, party affiliation, or emotional appeal. The findings show that each electoral poster constructs a distinct visual narrative aimed at positioning the candidate according to a thematic strategy: renewal, continuity, security, institutional strength, or moderation. By crossing this with visual attention data, the study confirms that different target audiences process visual stimuli selectively. The use of national symbols to convey institutional seriousness in Yamandú Orsi’s poster; the emphasis on youth and renewal in Andrés Ojeda’s; the message of continuity in Álvaro Delgado’s; the focus on security in Guido Manini’s; and the attitude of dialogue and moderation in Pablo Mieres’s are among the strategic narratives observed in the different campaigns. Likewise, an exploratory correlational analysis is applied between the different visual, emotional, and political variables. The results of this analysis are handled with caution, since the small sample size does not allow for statistical significance. The procedure is carried out with the intention of demonstrating how this type of study should be structured to achieve greater scope and robustness in future research. The combined approach of semiotic analysis and empirical eye-tracking data provides deeper insight into the effectiveness of contemporary political communication. The study concludes that electoral posters are not just graphic designs, but strategic constructions that appeal symbolically to emotion rather than purely to reason.
This study approaches the analysis of electoral posters from a semiotic and neuromarketing perspective, focusing on the five main presidential candidates in Uruguay’s 2024 national elections. Using visual analysis and eye-tracking technology, the study observes attention patterns shown by voters when exposed to different visual stimuli. The data collected is then segmented by demographic, political, and perceptual variables in order to draw meaningful conclusions. The semiotic analysis provides a qualitative reading of the graphic, typographic, and symbolic elements present in each poster, exploring how they are used to communicate leadership attributes, party affiliation, or emotional appeal. The findings show that each electoral poster constructs a distinct visual narrative aimed at positioning the candidate according to a thematic strategy: renewal, continuity, security, institutional strength, or moderation. By crossing this with visual attention data, the study confirms that different target audiences process visual stimuli selectively. The use of national symbols to convey institutional seriousness in Yamandú Orsi’s poster; the emphasis on youth and renewal in Andrés Ojeda’s; the message of continuity in Álvaro Delgado’s; the focus on security in Guido Manini’s; and the attitude of dialogue and moderation in Pablo Mieres’s are among the strategic narratives observed in the different campaigns. Likewise, an exploratory correlational analysis is applied between the different visual, emotional, and political variables. The results of this analysis are handled with caution, since the small sample size does not allow for statistical significance. The procedure is carried out with the intention of demonstrating how this type of study should be structured to achieve greater scope and robustness in future research. The combined approach of semiotic analysis and empirical eye-tracking data provides deeper insight into the effectiveness of contemporary political communication. The study concludes that electoral posters are not just graphic designs, but strategic constructions that appeal symbolically to emotion rather than purely to reason.
Direction
MO GROBA, DIEGO (Tutorships)
MO GROBA, DIEGO (Tutorships)
Court
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)
BASTOS BOUBETA, MIGUEL ANXO (Chairman)
PALEO MOSQUERA, NATALIA (Secretary)
PEREIRA LOPEZ, MARIA (Member)