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Analizando a Epsy Campbell: ¿posible lideresa populista del siglo XXI?

Abstract:

Currently, within Latin America there is a considerable growth of populist political leaders, however, the concept of populism from a female leadership point of view hasn´t been studied enough. For this reason, the research aimed to identify characteristics of female populism in the Instagram account of our case of study, the former vice president of Costa Rica Epsy Campbell from September 2022 to October 2018. For the development of this research, the Instagram profile was explored through the use of quantitative tools and techniques, in order to determine if the study subject meets characteristics that can define her as a Latin American populist leader and how her female leadership is reflected.through her account on this popular social media. As a main result, it was possible to determine very defined features of the image of strong but neutral that Epsy builds on her Instagram, and that despite certain populist characteristics, she could not be defined or characterized as a populist female leader of the 21st century. KEY WORDS: FEMALE LEADERSHIP, POPULISM, LATIN AMERICA, FEMALE POPULIST LEADERSHIP, EPSY CAMPBELL