Nuevas plataformas y nuevos líderes: ¿Cómo usaron Twitter alcaldes de menos de 40 años? Casos: Manta y Medellín

Abstract

The algorithm decides to make a post more visible when it achieves interaction, retweets, likes and comments. Obtain these metrics to know the influence of a node in the network is the goal of using tools such as Social Network Analytics (SNA) during this investigation. This study describes how political leaders regional governments, under 40 years of age, used the microblogging platform Twitter, during the 2019 sectional elections. With data mining techniques, 46,624 tweets were extracted with the most hashtags important during the context of the campaign, which becomes the corpus of this study. With descriptive and relational analysis, patterns of interaction, use of Twitter and composition of the network. As results are evidenced in Case 1, of Ecuador, low level of activity and little interactivity to build its network. U.S Twitter as a propaganda channel; the conversational role is played by a former president and his former ministers. In Case 2, from Colombia, the leader manages to generate conversation and be important in the network with a high level of activity, and although not achieving centrality appears in the composition as an important node. Senators are imposed as central nodes of the Democratic Center party and its leader, former president Alvaro Uribe. It remains demonstrated that there is an attempt at a strategic use in Twitter, but there is still a wide margin to exploit the interactive potential.