Citas bibligráficas
Elias, M., (2022). Personalización y popularización política en twitter: el caso de Rafael López-Aliaga en la campaña presidencial 2021 [Universidad de Lima]. https://hdl.handle.net/20.500.12724/17486
Elias, M., Personalización y popularización política en twitter: el caso de Rafael López-Aliaga en la campaña presidencial 2021 []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/17486
@misc{sunedu/3943337,
title = "Personalización y popularización política en twitter: el caso de Rafael López-Aliaga en la campaña presidencial 2021",
author = "Elias Delgado, Mariano",
publisher = "Universidad de Lima",
year = "2022"
}
This study analyzes the presence of the elements and discursive strategies of personalized politics and pop-politics on Twitter during electoral campaigns. To this end, the case of Rafael López-Aliaga, presidential candidate for the 2021 Peruvian general election, was analyzed. Through a quantitative content analysis of 880 tweets published during the last ten weeks of the campaign in his account, the number of messages in which the politician used the resources linked to both political communication strategies was evaluated. The investigation reveals that, contrary to what was thought, the candidate did not use the social network for this purpose. Although he managed to meet the first level of personalization by constructing a speech based on his individuality and not towards his party, he didn't get much further. He resorted to a moderate use of personal characteristics and showed very little of his private life in this medium. Nor did he project himself as a close person, interact with other users, or resort to popularization strategies. However, an unconventional strategy can be seen in the use of the platform, focused on attracting the attention of the media and polarizing voters, with forms more linked to populism that can give us clues about how the leaders of a new radical right in Peru and Latin America build their speeches.
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons