Resumen

LOPEZ LONDONO, Luis Miguel. The Run for the Mayor's Office of Manizales (Colombia) on Twitter: A Case for Understanding Online Interaction between Candidates and Citizens. Palabra Clave [online]. 2018, vol.21, n.3, pp.798-830. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2018.21.3.7.

The shift of electoral activities and political campaigns to the information and communication technologies scenario has awakened great expectations and questions regarding the possibilities that the Internet offers to create new forms of interaction and conversation between candidates and citizens. Over the past few years, Twitter has become an innovative contact channel between these two actors, as it allows for personal and direct communication on public matters. Based on a mixed and descriptive methodology, this research focused on analyzing the content of the messages published during the last 25 days of campaign on the Twitter accounts of the four mayoral candidates in Manizales (Colombia) in 2015. The results indicate, on the one hand, that the use of Twitter responded mainly to propagandistic and advertising interests; and on the other, the greater number of messages that emerged among the candidates' followers recreated a scenario of confrontation and hostility between two ideologically opposed blocs.

Palabras clave : Twitter; interaction; conversation; political advertisement; confrontation.

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