“Imagen proyectada en tiempos de campaña: twitter un espacio de construcción de liderazgo político”. Caso de estudio: elecciones generales 2019 en Bolivia

Abstract

On October 14, 2019, in the Andean country Bolivia, the presidential elections were held, for this fact the research carried out sought to analyze the image and leadership processes exposed by the candidate Evo Morales through the use of the microblogging network. The hashtags used were: #Bolivia, #BoliviaUnida, #elecciones2019, #EvoNoEstaSolo, #EvoPresidenteLegitimo,#FuturoSeguro,#GolpeDeEstadoEnBolivia, #LaComunidadDecide, #MesaPresidente, #NoAlFraude, #NoAlGolpeEnBolivia, #NoTenemosMiedoCarajo, #PatriaGrande, #ProcesoDeCambio, #UnaBoliviaMejor #Urgente, #YaEsDemasiado, adding a total de 82887 tweets. With the use of the Phyton program, the tweets containing hashtags referring to the presidential elections were extracted, where the contenders maintained constant attacks on the electoral fraud that was coming, the volume, emotional charge and political polarization will be verified. As a result, it was obtained that the candidate Evo Morales; will be involved in what was announced, denoting the negative emotional charge during the electoral campaign process, while the Twitter platform served directly as a source of attacks and not of exposure of the image and leadership of the candidate for re-election. Keywords: POLITICAL IMAGE, ONLINE LEADERSHIP, DIGITAL SOCIAL NETWORKS, INFORMATIONAL PROCESS