Media Events in the Digital Age: Analysis of the Treatment of Elizabeth II and Juan Carlos I During the State Funeral

Digitalisation has redefined both media events and monarchical communication by enabling the diverse and critical participation of journalists and citizens. Media events that were once dominated by official narratives are now subject to multiple real-time transformations, with competing storylines emerging. This study examines the treatment of two monarchical figures (Queen Elizabeth II and King Juan Carlos I) during “the first major state funeral in the digital age” when the official invitation to Juan Carlos I generated a debate about his status and sparked curiosity about a potential photo. From an initial collection of 100,000 tweets and 1520 news articles, 187 pieces simultaneously mentioning both monarchs were selected and analysed to compare their treatment. In contrast to the British portrayal linked to professionalism and tradition, the Spanish media—and especially the social networks—immerse Juan Carlos I in controversy. A planned event in which strategic institutional messages were launched serves as an excuse for criticism and polarisation around the monarchy. This confirms that digitalisation has not only altered the way people access and participate but has also redefined the narratives of even the most traditional events. These transformations pose significant challenges to the image management of institutions such as the monarchy.