Construcción de emociones políticas: análisis del uso de Twitter en campañas electorales en Bogotá

Autores/as

  • Angie Katherine González Universidad Externado de Colombia
  • Carme Ferré-Pavia Universitat Autònoma de Barcelona

DOI:

https://doi.org/10.7764/cdi.53.38499

Palabras clave:

Colombia, comunicación política, campañas electorales, Twitter, redes sociales

Resumen

Esta investigación busca mostrar las principales características que definen una campaña electoral en la actualidad, casi dos décadas después del surgimiento de las redes sociales. El caso se centra en examinar todos los mensajes publicados en Twitter por los dos candidatos a la alcaldía de Bogotá, Colombia, más votados durante el período electoral 2020-2023. Se utiliza una metodología mixta, basada en el análisis de contenido, centrada en las recurrencias textuales de 2343 tuits. Los hallazgos principales evidencian que estamos en un contexto multiplataforma que obliga a los candidatos a comunicarse en diferentes lenguajes y valores, adoptando una nueva tendencia a mezclar mensajes duros y suaves en un solo tuit, y a reforzar el lado emocional con el uso de imágenes y símbolos. Se puede concluir que dentro del contenido se impone una narrativa emocional, altamente persuasiva, enfocada en historias personales que desdibujan los partidos políticos y que involucran temas de agenda en los que se mezclan valores premodernos, modernos y posmodernos.

Biografía del autor/a

Angie Katherine González, Universidad Externado de Colombia

Docente investigadora de la Facultad de Finanzas, Gobierno y Relaciones Internacionales de la Universidad Externado de Colombia. Magíster en Comunicación Política e Institucional y estudiante de Doctorado en Medios, Comunicación y Cultura de la Universidad Autónoma de Barcelona. Sus líneas de investigación son los procesos político-electorales, la comunicación política, el liderazgo político femenino, las redes y lo transmedia.

Carme Ferré-Pavia, Universitat Autònoma de Barcelona

Profesora titular del departamento de Medios, Comunicación y Cultura de la Facultad de Ciencias de la Comunicación de la UAB. Dirige el grupo de investigación en comunicación y responsabilidad social Comress-Incom UAB. Autora de nueve monografías y decenas de artículos en diversos idiomas. Sus líneas de investigación primordiales son la ética de la comunicación, la espectacularización, el infoentretenimeinto, las redes y lo transmedia.

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Publicado

2022-09-29

Cómo citar

González, A. K., & Ferré-Pavia, C. (2022). Construcción de emociones políticas: análisis del uso de Twitter en campañas electorales en Bogotá. Cuadernos.Info, (53), 22–45. https://doi.org/10.7764/cdi.53.38499

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Sección

TEMAS GENERALES