Proyección de imagen gubernamental en Twitter: análisis de la gestión de comunicación de crisis durante el estallido social de Chile de 2019

Abstract

This research analyses the perception of the political image of the Chilean government throughout Twitter during their social crisis in 2019. The research was made by using data extraction tools such as Crimson Hexagon and Brandwatch to extract digital content and later categorize the results within different variables. In order to study the aforementioned perception, 1454 mentions were extracted during the study period, with 940 tweets selected and categorized to further analyze the messages from different members of government who were more involved or had stronger visibility during the crisis. These members were President Piñera, his Ministers and the Carabineros police force in charge of public security. The results show that the used messages were effective and synchronized, managing to use several strategies, in order to organize themselves and intended to de-escalate the tensions due to the rise in cost of the subway and the lack of social legislature.