Huella de Evita: Populismo y Liderazgo Femenino en América Latina Caso Claudia López

Abstract

The objective of this study is to outline a theoretical-methodological approach to the study of the populist leadership of political actors in Latin America during 2013 - 2023. The study is non-experimental, and was conducted based on the publications made by the chosen subjects of study chosen on the social network Instagram. The research is non-experimental, quantitative, and exploratory-descriptive in scope. The data was extracted from an analysis form made in Google Forms. 200 publications were obtained for each political leader, in a period from October 10, 2023 to November 5, 2023. The results identify the outfit each character usually wears, the mood they have each time they share content, whether they use storytelling skills in writing their posts, and whether they prefer to upload a photo, a video or a carousel. The results identify that within Claudia Lopez's presence in the digital world, she appears in her posts with 39% casual clothing and 24.4% sportswear. Her mood has been joyful in 32% of her posts, and 30% excited. Her skills in writing the posts have been through the narrative communication technique of storytelling, accounting for 64% of her posts, preferring the use of videos - reels. Overall, 35% of her posts deal with topics related to change or transformation, and 31.5% with management and administration. KEY WORDS: POPULISM, LEADERSHIP, GENDER, POLITICS AND DISCOURSE