Construction of political emotions: An analysis of the use of Twitter in electoral campaigns in Bogotá

This research seeks to show the main characteristics that define an electoral campaign nowadays, almost two decades after the emergence of social networks. The case focuses on examining all the messages posted on Twitter by the two most voted candidates running for mayor of Bogotá, Colombia, during...

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Bibliographic Details
Published in:Cuadernos.info 2022-09 (53), p.22-45
Main Authors: González González, Angie Katherine, Ferré-Pavia, Carme
Format: Article
Language:eng ; por
Subjects:
Colombia
COMMUNICATION
electoral campaigns
political communication
social media
SOCIAL SCIENCES, INTERDISCIPLINARY
Twitter
Online Access:Get full text
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Summary:This research seeks to show the main characteristics that define an electoral campaign nowadays, almost two decades after the emergence of social networks. The case focuses on examining all the messages posted on Twitter by the two most voted candidates running for mayor of Bogotá, Colombia, during the 2020-2023 election period. This article uses a mixed methodology, based on content analysis, and centers on the textual recurrences of 2,343 tweets. The main finding leads us to propose that we are in a multiplatform context that forces candidates to communicate in different languages and values, adopting a new trend of mixing hard and soft messages into a single tweet, and to reinforce the emotional side with the use of images and symbols. It can be concluded that, within the content, an emotional, highly persuasive narrative is imposed, focused on personal stories that blur the political parties and that involve agenda issues that mix premodern, modern, and postmodern values.
ISSN:0719-367X
0719-367X
DOI:10.7764/cdi.53.38499