Liderazgo político: Discurso del candidato Juan Carlos Holguín dentro de la red de microblogging Twitter

Abstract

This research analyzes the construction of a political image, the political leadership, and the given speech through the Social Media channel Twitter, in which Juan Carlos Holguin, mayoral candidate for Quito from CREO for the 2019 sectional elections. The research was made mixing Data Mining techniques, social media exporting tools, categorization, content analysis techniques and network analysis through the use of Graphic Schema Theory. The content extraction provided a deep analysis about its performance, and the main key conversation drivers about the posted mentions, as the users that replied to those tweets. The results showed that the candidate used the social network mainly to promote his political campaign. Additionally, communication between the candidate and the social media users was bidirectional, this was the result of the high share of reply content within the candidate’s account.