S01-11 02

Electoral campaigns and social networks in times of pandemic: Analysis of presidential candidates’ activity on Twitter and TikTok during the first round of Peru’s 2021 general elections

Compartir en TWITTER/FACEBOOK/LINKEDIN

Deja tu comentario

Participa en esta ponencia enviádole tu pregunta o comentario a los autores

Añadir comentario

Firmantes

Enfoque

The first round of the 2021 general elections in Peru advanced in the context of the COVID-19 pandemic, pushing the campaigns and their narratives into the digital realm. This research aims to study the content published on Twitter and TikTok by presidential candidates during this first round. To this end, Netnography was deployed, using quantitative and qualitative approaches.

Results indicate that candidates’ presence and communicative activity were not decisive for the electoral outcome. Twitter was used for information purposes, with candidates focusing on disseminating their positions on current issues and informing about campaign activities. Meanwhile, TikTok fostered the personalization of each candidate to generate identification with voters. On Twitter, topics such as the pandemic, the economy and campaign activities predominated, while on TikTok candidates’ image stood out. On both networks, the least addressed topics were gender, the change of the Constitution, and the Vacunagate scandal, involving privileged access to COVID-19 vaccines by high-profile politicians. The interaction sometimes translated into acceptance of messages by the audience, as adverse reactions were also frequent. Evidently, candidates did not listen to the audience, which reduced the possibilities of strategically managing communication in the digital environment.

The analysis of the ranking of the ten best publications on Twitter reflects on using audiovisual formats and hashtags in its digital content, because the publications that were most welcomed by users tended to have these resources and formats.

On the other hand, the analysis of the ranking of the ten best publications in TikTok evidenced a marked difference emerged regarding the response to the content generated by both candidates. It is worth mentioning the case of César Acuña, whose comments on the publications showed mockery of the candidate’s image and his proposals. In this sense, future research could focus on how candidates should approach content to ensure it maintains its purpose or how to use famous and brilliant trends without generating doubt about the background content proposed by the candidate. Furthermore, Hernando de Soto’s campaign, committed a marked segmentation error since its scope exceeded borders and reached the non-voting public. That should lead to re-evaluating segmentation strategies to reach target audiences.

Peru’s digital divide remains significant, so a purely digital strategy would not work. However, by changing the scenario in which political communication occurs, efforts to gain a presence on social networks are essential. In this context, the presence of candidates on social networks should be recurrent, not transitory.

Finally, a future research topic could focus on using TikTok in electoral campaigns to strengthen the candidate’s image and positioning in this social network.

 

Preguntas y comentarios al autor/es

Hay 02 comentarios en esta ponencia

    • profile avatar

      María Milagros Celis Flores

      Comentó el 13/04/2023 a las 01:08:17

      ¡Una investigación muy fructífera e interesante! Conocer el discurso político de nuestros candidatos y su actividad comunicativa en redes nos permite tener una percepción más clara como votantes, para así, poder identificar a los mejores y formarnos una percepción positiva en torno a ellos. Además, es importante que su mensaje esté compuesto por temas relevantes para la sociedad y que puedan aportar a construir un futuro mejor. ¡Gran trabajo Lucía y Álvaro!

      • profile avatar

        Álvaro Ignacio Montúfar Calle

        Comentó el 14/04/2023 a las 19:08:28

        Muchas gracias por el comentario y los aportes que introduces. El estudio forma parte de una línea de investigación que venimos desarrollando con otros colegas y que cuenta con importantes publicaciones científicas (artículos en revistas indexadas, capítulos de libro, ponencias y divulgación), y tiene por finalidad contribuir en la mejora de la gestión de la comunicación de los principales actores políticos en el entorno de redes sociales, de modo que pronto podamos aspirar a una gestión estratégica de la comunicación.


Deja tu comentario

Lo siento, debes estar conectado para publicar un comentario.

Organiza

Colabora