Análisis de la herramienta de propaganda negra en Facebook: caso Falquez Aguilar 2019.

Abstract

Since the beginning of a electoral contest, the people are exposed to countless messages from the electoral candidates. It’s in this momento where the social networks turn the black advertising into a powerful manipulation tool of information between the candidates, looking for some or another way demoralize and discredit the image of the opponent by misrepresenting information unknown to voters. This article has as purpose analyse the black advertising tool in Facebook, case Falquez Aguilar 2019 during election campaigns (February 5 - March 20), developing a mixed approach methodology with two investigative techniques: Content analysis, used for the analysis of the communicative message of the most relevant publications (by percentages of likes, comments and reactions); and Digital Ethnography, used to study user comments on selected posts; obtaining a total sample of 60 comments for the study. As a result, publications express attacks on the candidate's honor or dignity, mismanagement and corruption; As for comments, it denotes a critical attitude emphasizing distrust to the traditional political actors and political movements and parties; as well as, it also reflects a positive political attitude to Falquez Aguilar.