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Imagen proyectada en tiempos de campaña: twitter un espacio de construcción de liderazgos políticos

Abstract:

This research analyzes the political parties and candidates participation during the Uruguayan presidencial election, for an analysis period between October 20 and December 1 of 2019 on Twitter. To identify the communication dynamics during the electoral campaign process, a total of 74,056 tweets were extracted, by using the Python programming language and the Linguistic Inquiri and Word Count (LIWC) program for a cognitive and emotional evaluation of the tweets. The main result was the identification of the great influence caused by the use of hashtags to create a strongly constituted community and, at the same time, demonstrate a highly participatory profile, as did the candidate who had the greatest participation and was also elected president. Key words: POLITICAL COMMUNICATION, DIGITAL SOCIAL MEDIA, ONLINE LEADERSHIP, DIGITAL POLITICAL COMMUNICATION