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The horse-race campaign in front of the issue-campaign in the digital agenda: Presidential elections in Latin America in the period 2015-2017

Abstract:

The use of Internet, especially social networks, has generated an adaptation for traditional parties, while allowing a differentiated use in new parties. In this sense, we find positions that defend that the use of networks can solve the problems of democracy, and others that warn that these tools doesn’t guarantee the improvement of political and citizen practices. In this paper we ask ourselves what is the campaign model that characterizes the digital agenda during the presidential elections held in the period 2015-2017 in Latin America. For this, we applied content analysis of the tweets of the presidential candidates of five countries (Argentina, Peru, Ecuador, Honduras and Chile). The results show similar behaviors in the different candidates, although there are some differences of interest.