Bibliographic citations
Rodriguez, J., (2022). Campañas políticas y redes sociales. Prácticas comunicativas y engagement en pandemia. Caso Julio Guzmán y Verónika Mendoza [Universidad de Lima]. https://hdl.handle.net/20.500.12724/17168
Rodriguez, J., Campañas políticas y redes sociales. Prácticas comunicativas y engagement en pandemia. Caso Julio Guzmán y Verónika Mendoza []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/17168
@misc{renati/1439977,
title = "Campañas políticas y redes sociales. Prácticas comunicativas y engagement en pandemia. Caso Julio Guzmán y Verónika Mendoza",
author = "Rodriguez Carrasco, Jesus Martin",
publisher = "Universidad de Lima",
year = "2022"
}
This research analyzes the communication practices of Perú presidential candidates Julio Guzmán and Verónika Mendoza in their social networks, during the COVID-19 pandemic, from the beginning of the State of Emergency, due to the appearance of COVID-19 in Perú (March 15th, 2020), to six months later (September 15th, 2020). We want to account for the degree of engagement they obtained since interacting with their respective audiences. We emphasized the communication that they both generated —in their posts— around the development of live video broadcasts on social networks, which we call SMLS (Social Media Live Streaming) events. Content analysis has been used for the quantitative method and nethnography was used in a qualitative way. For these purposes, we worked on a sample of 20 posts by J. G and 41 by V.M in their respective Facebook, Instagram, and Twitter account for the year 2020. The results indicate that they both had no real intentions of generating a two-way dialogue with their followers. Moreover, while Guzmán sought to position himself around the group of his political party and its members, Mendoza sought to do so based on his interest and closeness to specific problems and vulnerable communities.
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