Análisis de las estrategias utilizadas en red social de facebook por la asambleísta Johanna Moreira durante las campañas electorales 2021

Abstract

The present research work aims to analyze the social networks of Facebook of the month of January 2021 prior to the period of electoral campaigns of the assemblywoman Johanna Moreira representative of the list 12 by Democratic Left. Social networks are currently a tool that helps the dissemination of content being of great help to society, due to the immediacy that is available through web 2.0. Web 2.0 is the dissemination of content that is handled on the different websites which helps to keep society informed. For the electoral campaigns, digital platforms were the boom at that time due to the situation that was happening in that time which was the covid-19 (the pandemic) that prevented crowds from being made by the contagion that could contract, that is why they looked for websites as strategies. It should be noted that most of the campaigns were carried out through digital platforms, these being the ones that generated the greatest impact in that time. Another important point to carry out the electoral campaigns is to have a good public image for the citizens, because they take the first impression they see, it is worth mentioning that to become a candidate of a political party they must take into account what they want to achieve if they win, they must show themselves as they are; so that citizens can feel comfortable and believe in the message that each politician mentions. The methodology used in this research was the qualitative method which we carried out content analysis and interviews with both the political strategist of the list 12 by democratic left, we also obtained opinions from different specialists on the subject of what is politics during the campaigns; what was feasible to have different points of view, because we managed to show that to carry out a campaign we must have a single strategy with different objectives. The results of the research indicate that the strategies used by Johanna Moreira were of great help to be a candidate without having experience in what is politics, managing to win without the need to carry out a scandalous campaign. During the analysis carried out in January, it was evident that Assemblywoman Johanna Moreira had great support not only because she was the youngest candidate who had existed today; rather, by having new proposals or strategies and greater acceptance by the public putting the trust in it if it came to gain compliance with the proposals that it made known, it was also possible to evidence the emotions that generated each publication which were mostly of happiness and positivity because the content was of interest to the public which visualized them, there could also be negative comments from citizens who supported other political parties; there were negative comments which also responded with the respect that each of the users deserved.