Imagen proyectada en tiempos de campaña: twitter, un espacio de construcción de liderazgos políticos. Caso de Estudio: Elecciones Regionales Colombia 2019, los Partidos más votados

Abstract

This research is part of a research proyect of Casa Grande University that includes the analysis of the communication dynamics of different political parties on the microblogging platform Twitter. This work was carried out with the aim of analyzing the image projected on the social network by the Colombian political parties with the best results in the sectional elections corresponding to the year 2019, these being the Conservative Party, the Democratic Center and the Colombian Liberal Party. The descriptive study has an exploratory scope and a qualitative approach, it seeks to retrospectively interpret the digital content used on Twitter and the way in which it was used for brand image development. The study involves the analysis of the use of characteristic elements of the brand such as visual identity, language, message & coherence in the communication, among others; and elements of digital communication such as links, images, videos, also the use of hashtags, mentions and the interaction through likes, retweet and responses. KEYWORDS: DIGITAL COMMUNICATION, POLITICAL LEADERSHIP, POLITICAL CAMPAIGN, POLITICAL IMAGE, TWITTER