Abstract

SANCHEZ NUEVO, Lucía Alejandra; GUERRERO MARTINEZ, Manuel Alejandro  and  SILVA CARRASCO, Beatriz Constanza. Blessed social networks: Analysis of the Twitter campaign of the candidates for the presidency of Mexico in 20181. Contratexto [online]. 2022, n.37, pp.229-258.  Epub June 01, 2022. ISSN 1025-9945.  http://dx.doi.org/10.26439/contratexto2022.n037.5432.

This paper studies the Twitter communication strategies of @lopezobrador_, @RicardoAnayaC, and @JoseAMeadeK, Mexican presidential candidates in 2018. The content of the candidates’ messages -the tweets, the copies and arts, hashtags, mentions and links- and their reach among users -measured in number of comments, retweets, likes and reproductions-is studied. Andrés Manuel López Obrador (AMLO) personalized his campaign, and its content generated the most positive sentiment. Ricardo Anaya Cortés (RAC) and José Antonio Meade Kuribreña (JAMK) attacked him and their content produced less engagement.

Keywords : Twitter; presidential campaign; political communication; content analysis; audience analysis.

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