Dinámicas de comunicación en tiempos de campaña: twitter como plataforma de narrativas políticas. Caso de estudio: elecciones nacionales 2019 en Argentina

Abstract

The national elections in Argentina held on October 27, 2019 had a great impact on the argentine people, therefore, this study seeks to analyze the communication dynamics used by the 3 most voted candidates: Alberto Fernández (@alferdez) from Frente de Todos (@FrenteDeTodos), Mauricio Macri (@mauriciomacri) from Juntos por el Cambio (@juntosporelcambioar) and Roberto Lavagna (@RLavagna) from Consenso Federal during the time of the political campaign on the microblogging network Twitter. Using the Phyton program, tweets that contains hashtags referring to the presidential elections were extracted from candidates, political parties and other users to analysis volume, emotional charge and political polarization. The result shows, that Alberto Fernández; winner of the presidential elections, had greater presence in the platform with a consistent communication strategy that achieve the objectives set, unlike his opponents who had less presence and did not build a narrative that would help them to better position themselves. In conclusion, Alberto Fernández built a credible narrative whose dynamics and communication strategy led him to have a two-way flow with the users of this platform, gaining credibility and empathy.

Keywords: POLITICAL COMMUNICATION, ONLINE LEADERSHIP, DIGITAL SOCIAL NETWORKS, COMMUNICATION DYNAMICS