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“Imagen Proyectada en tiempos de campaña: Twitter un espacio de construcción de liderazgos políticos”. Caso de estudio: Nayib Bukele – El Salvador

Abstract:

This study makes an analysis of the construction of the political leadership of the main candidates of El Salvador in the social network Twitter, during the electoral process in 2019. The analyzed accounts belong to: Nayib Bukele (@nayibbukele) representative of the politic party GANA, Carlos Calleja (@jccalleja) representative of the politic party ARENA, and Hugo Martínez (@HugoMartinezSV) representative of the politic party FMLN. Through the Pythonprogram, 55,344 tweets were extracted that contained 20 hashtags promoted by the candidates, their political parties, and the neutral tweets used in the campaign. Subsequently, an analysis of volume, frequency, emotional charge and political polarization was carried out. Finally, theresults show that Bukele, despite being the winner, did not use the hashtags he promoted and that the candidate who made the best use of hashtags was Carlos Calleja, achieving greater frequencyin the use of the hashtags he promoted during the process. electoral. Keywords: BUILDING POLITICAL LEADERSHIP, DIGITAL POLITICAL COMMUNICATION, TWITTER, SOCIAL NETWORKS