The Institutional Behavior of the Royal House on Instagram

A Relational Perspective

Authors

DOI:

https://doi.org/10.62161/revvisual.v18.5856

Keywords:

Acts, Royal House, Ceremonial, Strategies, Instagram, Protocol, Public Relations

Abstract

2024 is a key year for Casa Real because it involves the reinforcement of relational strategies aimed at the positioning of the Heir, the legitimization of the Royal Family and the public approach to citizens. The objective is to identify the keys that mark the relational behavior of the Royal House on Instagram, observing the role played by protocol and the organization of events. A multivariate quantitative study is carried out with SPSS (Krippendorff's alpha coefficient = 0,89) on the corpus made up of all publications made between June 24, 2024 and January 24, 2025.

Downloads

Download data is not yet available.

Global Statistics ℹ️

Cumulative totals since publication
1
Views
2
Downloads
3
Total
Downloads by format:
PDF (Español (España)) 1 PDF 1

References

Almiron, N. y Xifra, P. (2019). Climate change denial and public relations: strategic communication and interest groups in climate inaction. Routledge.

Alonso-López, N., Sidorenko Bautista, P. ., & Ferruz-González, S. A. . (2024). Administraciones públicas en TikTok. Comunicación, narrativa y frecuencia de publicación de los perfiles de los ministerios de España. Revista De Comunicación, 23(1), 33–51. https://doi.org/10.26441/RC23.1-2024-3451

Arroyo-Almaraz, I., Calle-Mendoza, S. y Van-Wyk, C. (2018). La eficacia en la comunicación de las ONGD. El uso de Facebook en campañas de emergencia. Revista Latina de Comunicación Social, 73, 765-789. https://doi.org/10.4185/RLCS-2018-1281

Astingueta, M. E. (2022). Twitter, engagement y discurso. Abordaje cuantitativo y cualitativo de la cuenta @mauriciomacri. InMediaciones de la Comunicación, 17(2), 51-68. https://doi.org/10.18861/ic.2022.17.2.3140

Baamonde, X. (2011). Las redes sociales como herramientas de Relaciones Públicas de las instituciones europeas. Correspondencias & Análisis, 1, 67-82. https://doi.org/10.24265/cian.2011.n1.05

Bizri, R. M., Al Jardali, H., & Matar, N. (2024). The influence of synchronization of HR and PR practices in developing a strong CSR culture. International Studies of Management & Organization, 55(1), 31–51. https://doi.org/10.1080/00208825.2024.2373524

Caldevilla-Domínguez. D., Rodríguez-terceño, J. y Barrientos-Báez, A. (2019). El malestar social a través de las nuevas tecnologías: Twitter como herramienta política. Revista Latina de comunicación, 74, 1264-1290. https://doi.org/10.4185/RLCS-2019-1383

Cano-Orón, L. y Llorca-Abad, G. (2017). Análisis del discurso oficial de la Casa Real en Twitter durante el periodo de abdicación del Rey Juan Carlos I y la Coronación de Felipe VI. Perspectivas de la Comunicación, 10(1), 29-54.

Castillo-Esparcia, A., Castillero-Ostio, E. y Castillo-Díaz, A. (2020). Los think tanks en España. Análisis de sus estrategias de comunicación digitales. Revista latina de comunicación social, 77, 253-273. https://www.doi.org/10.4185/RLCS-2020-1457

Castillo-Esparcia, A., Fernández-Souto, A. B. y Puentes-Rivera, I. (2020). Comunicación política y Covid-19. Estrategias del Gobierno de España. El profesional de la información, 29(4), e290419. https://doi.org/10.3145/epi.2020.jul.19

Claro Montes, M. C., Ferruz-González , S. A., & Catenacci, J. (2023). Redes sociales y tercer sector: análisis del uso de Facebook e Instagram en 50 ONG de España y Chile. Revista Latina De Comunicación Social, (82), 1–21. https://doi.org/10.4185/rlcs-2024-2197

Coetzee, S., Odijk, M., van Loenen, B., Storm, J. & Stoter, J. (2020). Stakeholder analysis of the governance framework of a national SDI dataset –whose needs are met in the buildings and address register of the Netherlands? International Journal of Digital Earth, 13(3), 355373. https://www.doi.org/10.1080/17538947.2018.1520930

Cordeiro, Douglas Farias; Lopezosa, Carlos; Vállez, Mari; & Guallar, Javier. (2025). Estrategias del Ministerio de Sanidad de España en Instagram: Un estudio comparativo antes, durante y después de la pandemia COVID-19. ICONO 14. Revista Científica De Comunicación Y Tecnologías Emergentes, 23(1): e2189. https:// doi.org/10.7195/ri14.v23i1.2189

Costa-Sánchez, C. y López-García, X. (2020). Comunicación y crisis del coronavirus en España. Primeras lecciones. El Profesional de la información, 29(3), e290304.https://doi.org/10.3145/epi.2020.may.04

González-List, V. (2022). La participación política en Twitter. Nadie estudia a los deshilvanados. Universitas-XXI, 36, 43-69. https://doi.org/10.17163/uni.n36.2022.02

Greenhill, B. (2020). How can international organizations shape public opinion? analysis of a pair of survey-based experiments. The Review of International Organizations, 15, 165-188. https://doi.org/10.1007/s11558-018-9325-4

Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism, 6, 1-19.

Henao, A.M. (2009). Ceremonias reales y representación del rey. Un acercamiento a las formas de legitimación y propaganda del poder regio en la sociedad colonial neogranadina. Cali S. XVIII. Historia y espacio, 5(32), 1-19.

Hucker, D. (2020). Public opinion and twentieth-century diplomacy: a global perspective. Bloomsbury academic.

Hung, C. ju F. (2005). Exploring Types of Organization–Public Relationships and Their Implications for Relationship Management in Public Relations. Journal of Public Relations Research, 17(4), 393–426. https://doi.org/10.1207/s1532754xjprr1704_4

Hung-Baesecke, C. J.& Chen, F. Y. R. (2020). Explicating trust and its relation to dialogue at a time of divided societies. Public Relations Review, 46(1), 101890. https://www.doi.org/10.1016/j.pubrev.2020.101890

Krippendorff, K. (2002). Metodologías de análisis de contenido. Teoría y práctica. Paidós.

Krippendorff, K. (2004). Reliability in contentanalysis. Some common misconceptions and recommendations. Human communication research, 30(3), 411-433. https://doi.org/10.1111/j.1468-2958.2004.tb00738.x

Lan, X., Song, B., & Kiousis, S. (2023). Gamifying Public Engagement on Sustainability Issues: From Motivational Affordances to the Effectiveness of Symmetrical Public Relations. International Journal of Human–Computer Interaction, 40(24), 8844–8857. https://doi.org/10.1080/10447318.2023.2291612

López-García, G. (2016). New vs ‘old’ leaderships: The campaign of Spanish general elections 2015 on Twitter. Communication and society, 29(3), 149-168. https://doi.org/10.15581/003.29.3.149-168

Marcos-García, S., Doménech Fabregat, H. y Casero-Ripollés, A. (2021). The platformization of institutional political communication. The use of WhatsApp by local administrations. Revista Latina de Comunicación Social, 79, 100-125. https://doi.org/10.4185/RLCS-2021- 1520

McGravey, K. (2020). Digital public forums: Power and representation in the internet’s public squares. New politicalscience, 42(3), 253-271. https://doi.org/10.1080/07393148.2020.1807274

Mesa Göbel, J. M. (2022). Ceremonial, honores y honras fúnebres por el fallecimiento de María de las Mercedes de Orleans y Borbón (I). REVISTA ESTUDIOS INSTITUCIONALES, 9(16), 29–59. Recuperado a partir de https://revistas.uned.es/index.php/EEII/article/view/33308

Mesa Göbel, J. M. (2024). Análisis normativo sobre aspectos de ceremonial y protocolo de la Cruz Roja española durante la Segunda República. REVISTA ESTUDIOS INSTITUCIONALES, 11(21), 119–132. https://doi.org/10.5944/eeii.vol.11.n.21.2024.43391

Morillo Rojas, T. R. ., & García Regalado, J. O. . (2024). Comunicación efectiva para el desarrollo eficiente de las instituciones públicas: Artículo Original. Ciencia Ecuador, 6(26), 48-68. Recuperado a partir de https://www.cienciaecuador.com.ec/index.php/ojs/article/view/226

Otero Alvarado, M. T. (2000). Teoría y estructura del ceremonial y el protocolo. Sevilla, Mergablum.

Otero, M. T., & Pulido-Polo, M. (2018). Planificación y técnicas de relaciones públicas. Editorial Síntesis.

Page, J. T. y Parnell, L. (2019). Introduction to Strategic Public Relations: digital, global and socially responsible communication. Sage.

Panizo Alonso, J. M., Pulido-Polo, M., & Vázquez-González, J. (2024). The spanish Royal House in X (Twitter): Towards the public positioning of the Princess of Asturias. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 16(3), 213–227. https://doi.org/10.62161/revvisual.v16.5256

Park, H. W., Park, S. y Chong, M. (2020). Conversations and medical news frames on Twitter: infodemiological study on Covid-19 in South Korea. Journal of medical internet research, 22(5), e18897. https://doi.org/10.2196/18897

Pulido-Polo, M. (2016). Manual de organización de actos oficiales y empresariales. Síntesis.

Pulido-Polo, M., Jiménez-Marín, G., Pérez Curiel, C. y Vázquez-González, J. (2022). Twitter como herramienta de comunicación institucional: la Casa Real Británica y la Casa Real Española en el contexto postpandémico. Revista De Comunicación, 21(2), 225–243. https://doi.org/10.26441/RC21.2-2022-A11

Downloads

Published

2026-01-30

How to Cite

Pulido-Polo, M., & Mesa-Göbel, J. M. (2026). The Institutional Behavior of the Royal House on Instagram: A Relational Perspective. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 18(1), 177–189. https://doi.org/10.62161/revvisual.v18.5856

Issue

Vol. 18 No. 1 (2026)

Section

Research articles

License

Copyright (c) 2026 Authors retain copyright and transfer to the journal the right of first publication and publishing rights

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

Those authors who publish in this journal accept the following terms:

  1. Authors retain copyright.

  2. Authors transfer to the journal the right of first publication. The journal also owns the publishing rights.

  3. All published contents are governed by an Attribution-NoDerivatives 4.0 International License.
    Access the informative version and legal text of the license. By virtue of this, third parties are allowed to use what is published as long as they mention the authorship of the work and the first publication in this journal. If you transform the material, you may not distribute the modified work.

  4. Authors may make other independent and additional contractual arrangements for non-exclusive distribution of the version of the article published in this journal (e.g., inclusion in an institutional repository or publication in a book) as long as they clearly indicate that the work was first published in this journal.

  5. Authors are allowed and recommended to publish their work on the Internet (for example on institutional and personal websites), following the publication of, and referencing the journal, as this could lead to constructive exchanges and a more extensive and quick circulation of published works (see The Effect of Open Access).