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Las narrativas visuales en las campañas presidenciales de Sudamérica.

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Title: Las narrativas visuales en las campañas presidenciales de Sudamérica.
Alternate Title: Visual Narratives in South American Presidential Campaigns.
Authors: Sarasqueta, Gonzalo1 gonzalo.sarasqueta@ucjc.edu, Ferrero, Martina1 martina.ferrero@ucjc.edu, Peñaherrera, Cristian Castillo2 ccastillo@uazuay.edu.ec, Cordara, Rodrigo3 rodrigo.martinez@fder.edu.uy, Helfer Bejarano, Carlos Eduardo4 cehelferbejarano@mail.austral.edu.ar
Source: Comunicar. Apr2026, Vol. 34 Issue 85, p268-278. 11p.
Subject Terms: *Visual communication, *Social media, *Content analysis, Political communication, Political campaigns
Geographic Terms: Ecuador, Paraguay, South America, Argentina, Uruguay
Abstract (English): This article analyzes the role of images in the presidential campaigns of Argentina, Uruguay, Chile, Peru, Paraguay, and Ecuador, aiming to understand the significance of visual content in contemporary political communication. The particularity of this study lies in examining how electoral campaigns adapt to the prevailing attention economy--that is, how different political forces innovate and transition from the extended textual, visual, and oral paradigm of television to the synthetic audiovisual paradigm of social media. A content analysis was conducted on 15,073 posts from the two main candidates in each country on X, Facebook, Instagram, and TikTok, collected during electoral processes between 2019 and 2023. Each post was coded as a unit of analysis, and variables related to format, visual elements, and positive reactions were classified. The procedure included methodological controls, cross-reviews, and statistical analysis using SPSS. Findings show that 66% of the content is visual, confirming the visual turn in political communication. Photography is the most commonly used format, followed by reels and long-form videos, while memes account for a minimal percentage. However, reels generate the highest number of positive reactions. TikTok and Instagram stand out as the platforms with the greatest presence of images, in contrast to X, which has a textual origin. As in other regions, South America has incorporated the primacy of images into its campaign narratives. This phenomenon reinforces the centrality of the visual dimension in digital political competition and opens new avenues for research on artificial intelligence and citizen engagement. [ABSTRACT FROM AUTHOR]
Abstract (Spanish): El artículo analiza el papel de las imágenes en las campañas presidenciales de Argentina, Uruguay, Chile, Perú, Paraguay y Ecuador. Su objetivo es comprender el peso de los contenidos visuales en la comunicación política actual. La particularidad de este trabajo radica en observar cómo las campañas electorales se adaptan a la economía de la atención imperante. Es decir, cómo las diferentes fuerzas políticas innovan y transitan del paradigma textual, visual y oral extendido de la televisión al paradigma audiovisual sintético de las redes sociales. Se realizó un análisis de contenido de 15.073 publicaciones de los dos principales candidatos de cada país en X, Facebook, Instagram y TikTok, recopiladas en procesos electorales que se desarrollaron entre 2019 y 2023. Cada publicación fue codificada como unidad de análisis y se clasificaron variables relacionadas con formato, elementos visuales y reacciones positivas. El procedimiento incluyó controles metodológicos, revisiones cruzadas y análisis estadístico mediante SPSS. Los hallazgos muestran que el 66 % de los contenidos son visuales, confirmando el giro visual en la comunicación política. La fotografía es el formato más utilizado, seguida de reels y vídeos extensos, mientras que los memes representan un porcentaje mínimo. Sin embargo, los reels son el contenido que más reacciones positivas genera. TikTok e Instagram destacan como las plataformas con mayor presencia de imágenes, a diferencia de X, de origen textual. Al igual que en otras regiones, Sudamérica ha incorporado la primacía de las imágenes en sus narrativas proselitistas. Este fenómeno refuerza la centralidad de lo visual en la competencia política digital y abre nuevas líneas de investigación sobre inteligencia artificial y engagement ciudadano. [ABSTRACT FROM AUTHOR]
Copyright of Comunicar is the property of Oxbridge Publishing House and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Education Research Complete
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  Data: Las narrativas visuales en las campañas presidenciales de Sudamérica.
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  Data: Visual Narratives in South American Presidential Campaigns.
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  Data: <searchLink fieldCode="AR" term="%22Sarasqueta%2C+Gonzalo%22">Sarasqueta, Gonzalo</searchLink><relatesTo>1</relatesTo><i> gonzalo.sarasqueta@ucjc.edu</i><br /><searchLink fieldCode="AR" term="%22Ferrero%2C+Martina%22">Ferrero, Martina</searchLink><relatesTo>1</relatesTo><i> martina.ferrero@ucjc.edu</i><br /><searchLink fieldCode="AR" term="%22Peñaherrera%2C+Cristian+Castillo%22">Peñaherrera, Cristian Castillo</searchLink><relatesTo>2</relatesTo><i> ccastillo@uazuay.edu.ec</i><br /><searchLink fieldCode="AR" term="%22Cordara%2C+Rodrigo%22">Cordara, Rodrigo</searchLink><relatesTo>3</relatesTo><i> rodrigo.martinez@fder.edu.uy</i><br /><searchLink fieldCode="AR" term="%22Helfer+Bejarano%2C+Carlos+Eduardo%22">Helfer Bejarano, Carlos Eduardo</searchLink><relatesTo>4</relatesTo><i> cehelferbejarano@mail.austral.edu.ar</i>
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  Data: <searchLink fieldCode="JN" term="%22Comunicar%22">Comunicar</searchLink>. Apr2026, Vol. 34 Issue 85, p268-278. 11p.
– Name: Subject
  Label: Subject Terms
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  Data: *<searchLink fieldCode="DE" term="%22Visual+communication%22">Visual communication</searchLink><br />*<searchLink fieldCode="DE" term="%22Social+media%22">Social media</searchLink><br />*<searchLink fieldCode="DE" term="%22Content+analysis%22">Content analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Political+communication%22">Political communication</searchLink><br /><searchLink fieldCode="DE" term="%22Political+campaigns%22">Political campaigns</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Ecuador%22">Ecuador</searchLink><br /><searchLink fieldCode="DE" term="%22Paraguay%22">Paraguay</searchLink><br /><searchLink fieldCode="DE" term="%22South+America%22">South America</searchLink><br /><searchLink fieldCode="DE" term="%22Argentina%22">Argentina</searchLink><br /><searchLink fieldCode="DE" term="%22Uruguay%22">Uruguay</searchLink>
– Name: Abstract
  Label: Abstract (English)
  Group: Ab
  Data: This article analyzes the role of images in the presidential campaigns of Argentina, Uruguay, Chile, Peru, Paraguay, and Ecuador, aiming to understand the significance of visual content in contemporary political communication. The particularity of this study lies in examining how electoral campaigns adapt to the prevailing attention economy--that is, how different political forces innovate and transition from the extended textual, visual, and oral paradigm of television to the synthetic audiovisual paradigm of social media. A content analysis was conducted on 15,073 posts from the two main candidates in each country on X, Facebook, Instagram, and TikTok, collected during electoral processes between 2019 and 2023. Each post was coded as a unit of analysis, and variables related to format, visual elements, and positive reactions were classified. The procedure included methodological controls, cross-reviews, and statistical analysis using SPSS. Findings show that 66% of the content is visual, confirming the visual turn in political communication. Photography is the most commonly used format, followed by reels and long-form videos, while memes account for a minimal percentage. However, reels generate the highest number of positive reactions. TikTok and Instagram stand out as the platforms with the greatest presence of images, in contrast to X, which has a textual origin. As in other regions, South America has incorporated the primacy of images into its campaign narratives. This phenomenon reinforces the centrality of the visual dimension in digital political competition and opens new avenues for research on artificial intelligence and citizen engagement. [ABSTRACT FROM AUTHOR]
– Name: Abstract
  Label: Abstract (Spanish)
  Group: Ab
  Data: El artículo analiza el papel de las imágenes en las campañas presidenciales de Argentina, Uruguay, Chile, Perú, Paraguay y Ecuador. Su objetivo es comprender el peso de los contenidos visuales en la comunicación política actual. La particularidad de este trabajo radica en observar cómo las campañas electorales se adaptan a la economía de la atención imperante. Es decir, cómo las diferentes fuerzas políticas innovan y transitan del paradigma textual, visual y oral extendido de la televisión al paradigma audiovisual sintético de las redes sociales. Se realizó un análisis de contenido de 15.073 publicaciones de los dos principales candidatos de cada país en X, Facebook, Instagram y TikTok, recopiladas en procesos electorales que se desarrollaron entre 2019 y 2023. Cada publicación fue codificada como unidad de análisis y se clasificaron variables relacionadas con formato, elementos visuales y reacciones positivas. El procedimiento incluyó controles metodológicos, revisiones cruzadas y análisis estadístico mediante SPSS. Los hallazgos muestran que el 66 % de los contenidos son visuales, confirmando el giro visual en la comunicación política. La fotografía es el formato más utilizado, seguida de reels y vídeos extensos, mientras que los memes representan un porcentaje mínimo. Sin embargo, los reels son el contenido que más reacciones positivas genera. TikTok e Instagram destacan como las plataformas con mayor presencia de imágenes, a diferencia de X, de origen textual. Al igual que en otras regiones, Sudamérica ha incorporado la primacía de las imágenes en sus narrativas proselitistas. Este fenómeno refuerza la centralidad de lo visual en la competencia política digital y abre nuevas líneas de investigación sobre inteligencia artificial y engagement ciudadano. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Comunicar is the property of Oxbridge Publishing House and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ehh&AN=193720790
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        Value: 10.5281/zenodo.19691393
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