De las redes sociales a las urnas: una mirada al desarrollo político digital de Gabriel Boric en Twitter durante el período electoral 2021-2022

Abstract

This thesis investigates the construction of the political campaign of the presidential candidate Gabriel Boric in the Chilean elections of 2021 on Twitter, through the content emitted, replicated and reposted by the politician. The research is non-experimental, with a descriptive mayor and a qualitative approach, while the technique used for data extraction is Twitter API, with which 2206 tweets were obtained that had to be analyzed and coded to obtain results. The study period was from July 18, 2021 to December 31, 2021. The results identify the strategy of the candidate and his team behind the digital message in the network, related to a message with hopeful charges, as well as the overlapping of becoming the candidate of change. A vertiginous desire on the part of large social groups of 2019. In addition, an unexpected increase in the volume of content in his second round campaign was identified, despite being the shortest election period of the elections. KEYWORDS: ELECTORAL CAMPAIGN, TWITTER, POLITICAL COMMUNICATION, SOCIAL NETWORKS, CHILE.