The image use on Twitter during the 2015 municipal election campaign in Spain

© 2016, University of La Laguna. All rights reserved. Introduction. This article presents a research based on the use of images on Twitter by 36 competing candidates at the 2015 municipal elections in Spain. Methodology. The empirical research consists of a content analysis completed through a selection of variables drawn from a thorough literature review. Results. The interpretation of the fieldwork, which consisted of 388 graphic resources, has revealed the indexical character of the photographs of the candidates for mayor and the preponderance of personalization techniques. Discussion. The possibilities that microblogging platform entails for the extension of contact between leaders and citizens demonstrate the need to change the traditional interest towards the television and reflect now about the scope of social networks. Conclusions. A better use of graphic resources and political communication is possible on Twitter.