Facebook y el discurso político: análisis de la campaña de Iván Duque para las elecciones presidenciales de Colombia 2018

Abstract

It is unavoidable to see that the number of registered users in social networks has increased overwhelmingly, this fact has allowed, among other things, to be increasingly evident the expressions of cyber-activism that allow users to denounce and acquire awareness about the problems of its context we’re talking about the transformation of the concept of democracy: where the demonstrations on the streets or the debate on current issues could easily be transferred to environments such as Facebook, for example. The objective of this research focuses on establishing whether there was some level of truth and consistency in the contents disseminated by the campaign of Iván Duque, on the social network Facebook, during the presidential campaign of 2018 in Colombia; if one speaks now of a discourse in these new digital platforms where a change of narrative and constant sources of information are on the table, what did this transformation imply for the political campaigns that competed in the 2018 Executive elections in Colombia: what was the level of coherence and veracity of the messages issued in these environments by the campaign of Iván Duque? The research question is answered through two experiments that involve, first of all, a matrix of own elaboration that analyzes the publications made by Duque Márquez during a certain crucial period for the last political contest; in the second instance, contact is established with two political marketing experts who glimpse their ideas about the development of the presidential elections in Colombia and the changes of discourse in which the analyst candidate may have incurred. These results indicate that the variability of political life in campaign times, despite the fact that new digital spaces such as social networks appear as a novel scenario to debate and share ideas, in politics this scenario is far off, since the campaigns they are still managed in the same way as several decades ago when political influences dominated ideas.