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Within the field of communication studies, political communication is unquestionably one of the most prolific pillars on which academic discussion has historically been based. Since communication began to emerge in its own right as an independent field of study, researchers have focused on understanding its mechanisms and analysing its effects on public opinion. It is of considerable interest that the most compelling developments in this field have occurred in the last decade. The consolidation of the primitive cybermedia into mass dissemination tools, the irruption of social networks and the appearance of new communication uses and customs among citizens have disrupted the political communication scene.
We can safely say that as citizens and academics we find ourselves in an era of complexity. The lines separating information producers and consumers have been blurred into non-existence. The progressive impartiality between opinions and facts and the obscuring of the boundaries between information and entertainment, has resulted in ever-changing circumstances, where the traditional rules of political communication are no longer valid. The shifting of the public political space towards an overlap with the personal field leads to confusion between the public and private spaces. This supposes a prevalence of an ‘emotional public sphere’ in a new type of ‘emotional regime’ in political communication