Comportamiento electoral, decisión de voto e influencia de Twitter como espacio de construcción para liderazgos políticos. Caso de estudio: Andrés Arauz

Abstract

This study describes how political leaders create their image through the microblogging platform Twitter, based on the case study of the candidate Andrés Arauz, during the 2021 presidential election period. Datamining techniques were used to extract 394 tweets issued by the candidate. A content analysis was carried out through a mixed approach study, to identify the use of the resources available on the platform, the use of language, and the direction of the discourse. As a main result, the candidate maintained an active presence in the social network only at the time of communicating promises or meetings with the community, however, he did not exploit the network to the maximum to achieve a construction of his image that allows him to strengthen ties with his community. KEY WORDS: POLITICAL LEADERSHIP, POLITICAL COMMUNICATION, POLITICAL CAMPAIGN, DIGITAL MEDIA, TWITTER.