Analysis of Facebook‘s potential as an electoral tool: a case study of the 2018 Mexican presidential elections
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Yanira Ruiz Paz
yaniraruiz_paz@usal.es
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María-Isabel Rodríguez-Fidalgo
mrfidalgo@usal.es
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Adriana Paíno-Ambrosio
adriana.paino@usal.es
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DOI:
https://doi.org/10.4067/S0718-48672022000100145Abstract
The use of Facebook by the four candidates for the Mexican presidency during the 2018 election period is addressed. By analyzing the textual publications by the politicians under study, we define the communicative tactics used when posting on this social network and the lexical resources and language used by each. The results corroborate the existence of differences and similarities in the use of the potential offered by Facebook. It is concluded that the presidential candidates have prioritized a “strategic approach” in their publications, leaving the “ideological and programmatic approach” in the background, allowing us to speak of a genuine electoral purpose.
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