Confinement narratives: TV advertising during the coronavirus outbreak in Spain

Spain had been one of the worst affected countries during first wave coronavirus pandemic, and by mid-March it enforced strictest lockdowns in Europe. As ethnographers, we have to deal with unexpected (Canals, 2020) cultural narratives embedded widely broadcast audiovisual productions can be a key source for analysing social discourses prevalent images exceptional periods. Of these productions, TV advertising extremely valuable, its intentional micro-stories everyday life that condense self-contained, meaningful tales into less than 60 seconds.I examine here on quarantine subsequent de-escalation process sample 32 spots from 17 different brands institutions two rounds advertising. Among recurrent tropes, consistent storyline new sense communitas is forged emphasising resilience continuity as cornerstones more robust concept togetherness based idea mutuality sharing – drawing upon Sahlins’ “mutuality being” (2013).