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- Title
¿Qué ofrecen los políticos a México? Análisis de la comunicación en campaña por redes sociales de 2021 a 2023.
- Authors
Cuevas Gómez, Martha Elena
- Abstract
The promotion of political image through information technologies has modified the ways in which actors address audiences and in turn marks the possibility of linking with society through an offer of proposal characterized in the past by traditional media. This longitudinal research was conducted taking as a starting point the social networks of eight candidates to state governments in the north, south and center of the Mexican Republic within the elections of 2021, 2022 and 2023 to identify the predominant political offer on Facebook based on the theory of the melding agenda and a validated instrument of content analysis that allowed measuring the interaction, themes and hypermediation used by candidates to elected office before potential voters, at the same time a qualitative analysis was performed with ATLAS. The results reveal that the activity in the closing campaign productions during the three years mentioned above was based on five main codes related to the discourse. The results reveal that the activity in social networks is not determinant for electoral triumphs and the country's core issues such as drug trafficking are not addressed in these channels.
- Subjects
SOCIAL networks; PRACTICAL politics
- Publication
Question (1669-6581), 2023, Vol 3, Issue 76, p1
- ISSN
1669-6581
- Publication type
Article
- DOI
10.24215/16696581e830