Social media has been a participant of the growth of the role of the influencer as a new model of opinion leader who combines personal branding with a prescriber role, including messages with political content. In this context, this research has applied a content analysis to 790 messages from ten Spanish influencers with a high impact on Twitter. We analyzed in particular the pursued objectives, the topics discussed and the ideological content of the tweets. In this regard, although these messages reflected an ideological-political objective, the discourse is quite moderate, if not de-ideologized.
Stored only when both papers are in the corpus — 75 citations exist upstream.