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Issues relating to the personality of the candidates, rather than the respective election programs were those that prevailed in the web pages of the PSOE, PP and IU in general elections in 2008, according to one of the conclusions of the study published in the journal electronic "digital tones, of the Faculty of Arts at the University of Murcia.

This research, carried out by Professor Alfonso Martín, Valladolid University, and Professor Francesco Screti, University of La Coruña, states that each party offered a positive image of their candidate "and tried to denigrate the image of its adversaries. "

"To provide a positive image of their candidate, adds the study, each course was served on strategies related to public areas of the person."

"Thus," the authors of the work-PP makers availed themselves of these cliches to describe family and private life of its leader, offering a close-up image of it. "

PSOE on the web was to give an image of Zapatero that puts public face on its staff, while the UI is painted a picture of Gaspar Llamazares "both fair and aggressive", through character "Gaspi."

"But while the PSOE preferred indirectly denigrate their rivals, the PP and IU attacked directly, satirical and violent José Luis Rodríguez Zapatero," said another of the conclusions of the study.

Teachers also commented that "in our view, the enormity of these attacks, from both the right and the left probably was perceived by much of the electorate as a hyperbolic and unjustified attitude, so far to be effective, it became counterproductive. "

Source: UMU