Comunicación política en Instagram: el caso de la campaña presidencial en Colombia 2022.
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| Title: | Comunicación política en Instagram: el caso de la campaña presidencial en Colombia 2022. (Spanish). |
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| Alternate Title: | Political Communication on Instagram: The Case of the 2022 Presidential Campaign in Colombia. (English) Comunicação política no Instagram: o caso da campanha presidencial na Colômbia 2022. (Portuguese) |
| Authors: | Alvarado-Vivas, Sergio, Sebastián López-López, Juan |
| Source: | Palabra Clave. 2025, Vol. 28 Issue 1, p1-31. 31p. |
| Subjects: | POLITICAL communication, SOCIAL sciences education, POLITICAL campaigns, POLITICAL correctness, NEGATIVISM |
| Abstract (English): | Within the framework of the iconographic turn in social studies, this study investigates Gustavo Petro's and Rodolfo Hernández's Instagram feeds during the 2022 Colombian presidential campaign. Based on previous studies, we expected to observe practices of media negativism, user celebrification, and actions adjusted to specific roles. A content analysis was conducted based on a total sample of 373 posts with the most user reactions. Significant differences were found depending on the candidate. Petro framed the electoral victories as popular, while Hernández alone threatened to settle accounts between the people and corrupt politicians. Petro embodied the roles of protector, great communicator, and hero. Hernández opted for the role of administrator and resorted to a framing based on his qualities to govern and his bluntness. The two candidates coincided in the customization of their content and the limited prominence of their vice presidents, Afro-descendant women, in both cases. Instagram seems to promote political communication but is less interested in negativism and government plans than in political correctness, cheerful virality, personalism, and the exposure of the candidates' private lives. [ABSTRACT FROM AUTHOR] |
| Abstract (Spanish): | En el marco del giro iconográfico en los estudios sociales, esta investigación indaga los perfiles en Instagram de Gustavo Petro y Rodolfo Hernández durante la campaña presidencial colombiana de 2022. Basados en estudios previos, se esperaba observar prácticas de negativismo mediático, de celebrificación de perfiles y de acciones ajustadas a roles específicos. Se llevó a cabo un análisis de contenido basado en una muestra total de las 373 publicaciones con más reacciones de usuarios. Se encontraron diferencias significativas según el candidato. Petro enmarcó las victorias electorales como victorias populares, mientras Hernández, en solitario, amenazó con ajustes de cuentas entre el pueblo y los políticos corruptos. Petro encarnó el rol de protector, gran comunicador y héroe. Hernández optó por el rol de primer administrador y acudió a un encuadre basado en sus cualidades para gobernar y su campechanía. Los dos candidatos coincidieron en la personalización de sus contenidos y en el escaso protagonismo de sus fórmulas vicepresidenciales, en ambos casos mujeres afrodescendientes. Pareciera que Instagram propicia una comunicación política menos interesada en el negativismo y en los planes de gobierno que en la corrección política, la viralidad jovial, el personalismo y la exposición de la vida privada del candidato. [ABSTRACT FROM AUTHOR] |
| Abstract (Portuguese): | Dentro da estrutura da virada iconográfica nos estudos sociais, nesta pesquisa, questiona-se sobre os perfis de Gustavo Petro e Rodolfo Hernández no Instagram durante a campanha presidencial colombiana de 2022. Com base em estudos anteriores, esperava-se observar práticas de negativismo da mídia, celebrificação de perfis e ações específicas de papéis. Realizou-se uma análise de conteúdo com base em uma amostra total das 373 publicações com o maior número de reações dos usuários. Encontraram-se diferenças significativas de acordo com o candidato. Petro enquadrou as vitórias eleitorais como vitórias populares, enquanto Hernández, sozinho, ameaçou acertar as contas entre o povo e os políticos corruptos. Petro encarnou o papel de protetor, grande comunicador e herói. Hernández optou pelo papel de primeiro administrador e recorreu a um enquadramento baseado em suas qualidades de governante e popularidade. Os dois candidatos coincidiram na personalização de seu conteúdo e na falta de destaque de seus candidatos a vice-presidente, em ambos os casos mulheres afrodescendentes. Parece que o Instagram favorece a comunicação política menos interessada em negativismo e planos de governo do que em correção política, viralidade jovial, personalismo e exposição da vida privada do candidato. [ABSTRACT FROM AUTHOR] |
| Database: | Referencia Latina |
| Abstract: | Within the framework of the iconographic turn in social studies, this study investigates Gustavo Petro's and Rodolfo Hernández's Instagram feeds during the 2022 Colombian presidential campaign. Based on previous studies, we expected to observe practices of media negativism, user celebrification, and actions adjusted to specific roles. A content analysis was conducted based on a total sample of 373 posts with the most user reactions. Significant differences were found depending on the candidate. Petro framed the electoral victories as popular, while Hernández alone threatened to settle accounts between the people and corrupt politicians. Petro embodied the roles of protector, great communicator, and hero. Hernández opted for the role of administrator and resorted to a framing based on his qualities to govern and his bluntness. The two candidates coincided in the customization of their content and the limited prominence of their vice presidents, Afro-descendant women, in both cases. Instagram seems to promote political communication but is less interested in negativism and government plans than in political correctness, cheerful virality, personalism, and the exposure of the candidates' private lives. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 01228285 |
| DOI: | 10.5294/pacla.2025.28.1.4 |
