LAUSR

espanolEste articulo analiza empiricamente la construccion comunicativa del discurso de los candidatos a la presidencia de Espana participantes en los debates electorales de 2015 y 2016 a partir del uso de la personalizacion como estrategia politica. Desde un enfoque evolutivo, el estudio revela que la personalizacion del discurso se esta generalizando en los debates electorales de Espana, especialmente entre los candidatos de partidos nuevos frente a los de partidos tradicionales. Sin embargo, a partir del nivel de analisis observado, se aprecia como la personalizacion, a pesar de suponer una mayor visibilidad del lider politico respecto a su partido asi como el uso de los rasgos mas personales de su personalidad, no alcanza aspectos de la vida privada de los candidatos. EnglishIn this article, we make an empirical analysis on the communicative construction of the discourse of the candidates for the Spanish presidency participating in electoral debates of 2015 and 2016 focusing on the use of personalization as a political strategy. From an evolutionary approach, the study reveals the personalization of discourse is a characteristic becoming generalized within the electoral debates of Spain, especially among the candidates from new parties compared to those from traditional parties. However, it can be inferred from the analysis that personalization, although includes more visibility of the candidate comparing to the party and also a salience of personal features linked to his own personality, does not reach aspects of the candidates' private lives.