The MÍTICA Research Group – Media and Politics – is part of the research agendas concerning the fields of communication and politics and the interactions that arise from the confluence between the two areas. The research focuses on political communication and public opinion, with a particular interest in political and electoral marketing, electoral behavior, digital communication, political campaigns, and electoral strategies.
The MÍTICA – Media and Politics group was created in early 2026 with the aim of integrating the network of studies on Communication and Politics. The work developed within the group focuses on analyzing scenarios and understanding the social phenomena that occur at the intersection of these two areas of knowledge.
MÍTICA meetings take place on Wednesdays, starting at 19 PM, remotely. The meetings are held every two weeks.
Marketing and Political Campaigning
This line of research investigates the professionalization of electoral campaigns and the communication strategies adopted by political actors in the contemporary political landscape. The analyses consider the use of data, electoral marketing techniques, political branding , and public image management. The processes of mediation between candidates and the electorate, the impacts of political advertising, voting behavior, and engagement dynamics in competitive and media-driven electoral contexts are studied.
Media, Communication and Digital Culture
This research line is dedicated to the study of transformations in communication processes resulting from digital mediation. It investigates how digital platforms, social networks, and algorithms shape the circulation of discourses, the formation of public opinion, and democratic culture. The focus includes themes such as disinformation, polarization, digital activism, surveillance, and the reconfiguration of public spaces for debate. It seeks to understand new communicative ecologies and the impacts of digital culture on power relations and social structure.
