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espanolEl presente articulo tiene como objetivo comentar el empleo propagandistico de la cultura de masas. Para ello se ha centrado en el caso especifico de la coalicion politica Adelante Andalucia utilizando los planteamientos del modelo de transtextualidad de Genette, un esquema que ha permitido extraer la transferencia de significado de la cultura de masas hacia el mundo de la politica. El periodo seleccionado ha sido el mes de diciembre de 2018 y el corpus textual lo conforman los tuits y retuits de la cuenta oficial de Adelante Andalucia. Los datos indican que la coalicion ha hecho referencia a dos productos audiovisuales de gran fama: Game of Thrones (Benioff y Weiss 2011–2019) y la saga The Avengers (Whedon 2012; Whedon 2015; Russo y Russo 2018). No obstante, la conclusion a la que se ha llegado apunta a una falta de estrategia a la hora de utilizar estas obras en su modo de comunicacion. En este sentido, se ha atendido mas a la popularidad de estos productos mediaticos que a la carga ideologica que contienen. EnglishThe aim of this article is to discuss the propagandistic use of mass culture. In order to do this, the article focuses on the specific case of the political coalition Adelante Andalucia using Genette's transtextuality model, a scheme that has allowed the perception of the transfer of meaning from mass culture to the political world. The selected period was December 2018 and the textual corpus under analysis includes Adelante Andalucia’s Twitter feed (both tweets and re-tweets). The data indicate that the coalition has referred to two highly regarded audiovisual products: Game of Thrones (Benioff y Weiss 2011–2019) and The Avengers saga (Whedon 2012; Whedon 2015; Russo y Russo 2018). However, the results point to the lack of strategy in the coalition when deploying these works in its communication. In this sense, more attention has been paid to the popularity of the products than to the ideological load they contain.

Intersecciones entre la cultura de masas y la propaganda: El cine y la televisión en la estrategia política de Adelante Andalucía