Bibliographic citations
Gómez, C., (2020). Campañas electorales en redes sociales de Internet. Caso: elección municipal en Lima Metropolitana 2018 [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/15741
Gómez, C., Campañas electorales en redes sociales de Internet. Caso: elección municipal en Lima Metropolitana 2018 []. PE: Pontificia Universidad Católica del Perú; 2020. http://hdl.handle.net/20.500.12404/15741
@mastersthesis{sunedu/2666801,
title = "Campañas electorales en redes sociales de Internet. Caso: elección municipal en Lima Metropolitana 2018",
author = "Gómez Torres, Carlos Job",
publisher = "Pontificia Universidad Católica del Perú",
year = "2020"
}
The case study aims to understand the development of the social networks Facebook and Twitter of the first three candidates during the last 09 days of the election of Metropolitan Lima in 2018. The candidates were chosen according to the top of the DATUM, IPSOS and CPI pollsters; The intervention period addresses the space of electoral silence that is applied in every Peruvian election. The academic work presents descriptive and explanatory methodology, uses mixed methods and extracts information from the social accounts through the R software to first analyze the use of Facebook and Twitter of Lima candidates, valuing the content of agenda, context, valorization type of the adversary, campaign development, request for vote, proposal and others. Subsequently, the behavior of users in social networks is studied to find interactivity between candidates and users. Then it is applied to the Bacallao Facebook interactivity rate (2013) and based on the aforementioned proposal I propose an Twitter interactivity rate. Finally, we propose to the academy a model of weights of the publications on Facebook in such a way that it can be evaluated if a publication, in contrast to the participation of users, can have direction or strength. The results were that the 2018 election was of the video type; Muñoz used 80.68%, Uresti 62.96% and Renzo 50.66% of the total of the publications, in addition the users participated with more likes on Facebook and hearts on Twitter; With all this it is claimed that Muñoz won the campaign on Facebook while Urresti won on Twitter
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