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Perspectivas de la comunicación

On-line version ISSN 0718-4867

Abstract

RUIZ-PAZ, Yanira; RODRIGUEZ-FIDALGO, Mª Isabel  and  PAINO-AMBROSIO, Adriana. ANALYSIS OF FACEBOOK'S POTENTIAL AS AN ELECTORAL TOOL: A CASE STUDY OF THE 2018 MEXICAN PRESIDENTIAL ELECTIONS. Perspect. comun. [online]. 2022, vol.15, n.1, pp.145-185. ISSN 0718-4867.  http://dx.doi.org/10.4067/S0718-48672022000100145.

The use of Facebook by the four candidates for the Mexican presidency during the 2018 election period is addressed. Through the analysis of the textual publications made by the politicians under study, we define the communicative tactics used when posting on this social network, as well as the lexical resources and language used by each of them. 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 in the background the "ideological and programmatic approach", which would allow us to speak of a true electoral purpose.

Keywords : Facebook; elections; social networks; digital communication; politics.

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