Twitter un espacio de construcción de liderazgos políticos, caso del candidato presidencial de chile José Antonio Kast

Abstract

This research project investigates the use of the microblogging platform known as Twitter and the account of José Antonio Kast, Chilean presidential candidate during the 2021-2022 electoral campaign. Also, this investigation analyzes how the Chilean politician builds his image from the different resources that provides this platform. The study is a non-experimental type, with a descriptive scope and a mixed approach. For the development of this thesis, the technique used was the data mining and tools such as: Sysomos, for the accounts analysis; and Gephi, for the platform conformation. In total, 2,668 tweets of the candidate were used for the content analysis. The results showed that, when users spread the word through social media, the resources offered by this digital platform were used, such as: retweets, quotes, replies, emojis, images, videos and hashtags.