Introduction:

From the political consumerism, communication strategies in electoral campaigns show the importance of studying the messages that are propagated through different digital and social media with the purpose of influencing public opinion to obtain a greater number of votes. To identify and analyze the rational and emotional communicative strategies present in the messages of electoral campaigns that are related to the so-called ideological or performance vote.

Method:

A comparative descriptive linguistic descriptive study of the contents published by 15 political candidates to territorial elections (2019) of five principal cities of Colombia, in the digital network Twitter, was carried out.

Results:

The results show that political candidates share the use of 20 rational and 2 emotional communicative strategies. However, it is the elected candidates who place more emphasis on rational and emotive discourse in socio-political context.

Conclusions:

The discourse of the political candidates elected as mayors, is distinguished by the use of rational communicative strategies focused on social welfare with a positive emotional tone, which reveals that the victorious electoral proposals used communication strategies oriented to obtaining a vote by performance rather than ideological.

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