Este artículo presenta un marco para la gestión de medios en campañas electorales. Se realizaron entrevistas a profundidad con desarrolladores de estrategias en las pasadas elecciones presidenciales, así como dos elecciones parlamentarias para extraer el proceso de desarrollo de la estrategia para transmitir el mensaje de la campaña a las audiencia...
The influence of the digital political marketing strategies applied by the candidate Xavier Hervas to the millennial voters in the digital media were reflected in the results of the presidential elections Ecuador 2021; the candidate obtained the fourth place with 15.68% of the votes. Therefore, the main objective of the research is to analyze the i...
Based on the analysis of opinion columns, published during the 2019 Argentine electoral campaign, in the digital press, of political journalists of the country, considered highly credible by Proyección Ciudadana, the ideological biases that can lead to the political polarization of the readers. A content analysis of the corpus is carried out, from ...
This research focuses on the analysis of memes used in the electoral campaigns of Peru (2016) and Bolivia (2019) on Facebook in order to identify their characteristics and the most notable reactions. In this regard, a total of 80 memes, which were used during these campaigns, were analysed and a survey was applied to 300 citizens between the ages o...
For the first time since its landing in Latin America, the social network of Chinese origin, TikTok, has been the protagonist in an electoral campaign. Its feverish expansion, favored by the global pandemic of the coronavirus, coincided with the General Elections of Ecuador in 2021, becoming a scene of dispute to reach its prolific diversity of aud...
L’émergence de professionnels de la communication politique depuis la seconde moitié du 20ème siècle en Suisse est un phénomène mal connu et largement sous-estimé. La politique suisse a longtemps été pensée comme peu professionnalisée, en particulier avant les années 1990. L’étude des campagnes électorales des premières décennies de l’après-guerre ...
Resumen El presente estudio tiene como objetivo conocer si las estrategias de comunicación en Facebook en la campaña presidencial de 2018 en México reflejaron la apropiación de la plataforma conforme a los principios de la web 2.0: interacción, multimedialidady convergencia.Tal propósito resulta relevante si se piensa en el supuesto sobre el escaso...
Modern societies attend intense processes of ideological polarization. In this binary logic the social movements that fight to promote equality, inclusion and multiculturalism are trapped. Feminisms are the main protagonists. This “fourth wave” has as its characteristics digital activism and the use of social networks, a scenario that promotes the ...
This article offers a toolbox to optimize digital communication campaigns, both within the framework of electoral campaigns and during government management times. Technical expertise, balance of messages and platforms, professionalization and convergence of press teams and political advisors and audiovisual creativity that goes beyond traditional ...
In Argentina, the topic of drug trafficking has, for decades, been part of the national political conversation. For the most part, it has been approached from punitive and prohibitionist standpoints. In the runup to the 2015 presidential elections, the consumption and distribution of illegal drugs became a relevant part of the campaign agenda. Cand...
