Digital political campaigns in social media: The first round of Peru’s 2021 general elections

Montúfar-Calle A.; Atarama-Rojas T.; Saavedra-Chau G. · Elections and Social Networks around the World (2024) · DOI: 10.4324/9781003438441-7

Resumen

The 2021 general elections in Peru unfolded amidst an unusual context generated by a profound political crisis and the backdrop of the COVID-19 pandemic. This research aims to comprehend the handling of political communication by candidates on social networks during the initial round of the presidential elections. To achieve this goal, a content analysis was employed to examine the most remarkable posts made by candidates across Facebook, Instagram, TikTok, Twitter, and YouTube. This analysis also comprises an examination of the interactions in the comment section of these posts. The findings unveil a heterogeneous activity lacking a strategic vision. Furthermore, a prominent trend of personalization emerged, sidelining political ideologies and governance agendas. Additionally, the interactive potential inherent in social networks remains underutilized, with these platforms primarily serving as vehicles for disseminating messages.

Instituciones: Universidad de Piura