<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0120-0534</journal-id>
<journal-title><![CDATA[Revista Latinoamericana de Psicología]]></journal-title>
<abbrev-journal-title><![CDATA[rev.latinoam.psicol.]]></abbrev-journal-title>
<issn>0120-0534</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universitaria Konrad Lorenz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0120-05342022000100012</article-id>
<article-id pub-id-type="doi">10.14349/rlp.2022.v54.2</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Consumo político: estrategias de comunicación basadas en el voto ideológico y de rendimiento]]></article-title>
<article-title xml:lang="en"><![CDATA[Political consumerism: communication strategies based on ideological and performance voting]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Borja-Orozco]]></surname>
<given-names><![CDATA[Henry]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Fundación Universitaria Konrad Lorenz  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>54</volume>
<fpage>12</fpage>
<lpage>22</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0120-05342022000100012&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0120-05342022000100012&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0120-05342022000100012&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción: Desde el consumo político, las estrategias de comunicación en campañas electorales muestran la importancia de estudiar los mensajes que se propagan a través de distintos medios digitales y sociales con el propósito de influir en la opinión pública para obtener un mayor número de votos. Por lo mismo, es relevante identificar y analizar las estrategias comunicativas racionales y emotivas presentes en los mensajes de campañas electorales que se relacionan con el denominado voto ideológico o de rendimiento.  Método: Se realizó un estudio lingüístico descriptivo comparativo de los contenidos publicados por 15 candidatos políticos a elecciones territoriales (2019) de cinco ciudades principales de Colombia, en la red digital Twitter.  Resultados: Los resultados muestran que los candidatos políticos comparten el uso de 20 estrategias comunicativas racionales y dos emotivas. No obstante, son los candidatos electos quienes hacen más énfasis en el discurso racional y emotivo en contexto sociopolítico.  Conclusiones: El discurso de los candidatos políticos elegidos como alcaldes se distingue por el uso de estrategias comunicativas racionales centradas en el bienestar social con un tono emocional positivo, lo cual desvela que las propuestas electorales ganadoras usaron estrategias de comunicación orientadas a la obtención de un voto por rendimiento más que ideológico.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comunicación política]]></kwd>
<kwd lng="es"><![CDATA[consumo político]]></kwd>
<kwd lng="es"><![CDATA[comportamiento electoral]]></kwd>
<kwd lng="es"><![CDATA[emociones]]></kwd>
<kwd lng="es"><![CDATA[voto]]></kwd>
<kwd lng="en"><![CDATA[Political communication]]></kwd>
<kwd lng="en"><![CDATA[political consumerism]]></kwd>
<kwd lng="en"><![CDATA[electoral behavior]]></kwd>
<kwd lng="en"><![CDATA[emotions]]></kwd>
<kwd lng="en"><![CDATA[voting]]></kwd>
</kwd-group>
</article-meta>
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