Emotions, Leadership and Social Networks in Electoral Campaign Materials. A Measurement Proposal

The use of emotions in electoral campaigns, the role of leadership in these campaigns and the presence of electoral content in social networks are relevant elements of Political Science. This work provides a proposal for the measurement of these elements in electoral campaign materials. Indicators covering the highlighted topics will be presented, using the regional elections of Castile and Leon from February 2022 as a measurement test. In this way, it is established that positive emotions are the most frequently used by political parties, and the presence of regional leaders and the extensive use of social networks has been common practice during this exceptional campaign.