Huella de Evita: Populismo y Liderazgo Femenino en América Latina Caso: Francia Márquez

Abstract

The objective of this thesis is to outline a theoretical-methodological approach to approach populism and female leadership in Latin America. The study was carried out based on the publications made by the chosen study subjects on the social network Instagram, such as in this case that of the current vice president of Colombia, Francia Márquez. The research is non-experimental, quantitative in nature, and exploratory-descriptive in scope. The data was extracted in an analysis form made in Google Forms. 200 publications were obtained, from June 7, 2023 to November 4, 2023. The results show us a vice president who seeks to get closer to her people, through activities proposed by her team, communicating her daily activities and work in office. These activities are transmitted through his Instagram, in which his preferred type of publication is video/reel, thus preferring a type of audiovisual content in which he can cover several topics in a single publication. She also reflects in her publications the constant presence of women, for whom she advocates for a better lifestyle and equal rights. Another key factor when communicating is the state of mind, which in the case of Francia Márquez is happy, while the communication style is narrative or “storytelling”, leaving us with the result that the leader Francia Márquez prefers to communicate to her followers through stories, thus connecting with the emotional side of those who follow her. KEYWORDS: POPULISM, LEADERSHIP, GENDER, POLITICS, EQUALITY AND DISCOURSE.