<?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>0122-8285</journal-id>
<journal-title><![CDATA[Palabra Clave]]></journal-title>
<abbrev-journal-title><![CDATA[Palabra Clave]]></abbrev-journal-title>
<issn>0122-8285</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Sabana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0122-82852018000300798</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2018.21.3.7</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La campaña a la Alcaldía de Manizales (Colombia) en Twitter: un caso para comprender la interacción en línea entre candidatos y ciudadanos]]></article-title>
<article-title xml:lang="en"><![CDATA[The Run for the Mayor's Office of Manizales (Colombia) on Twitter: A Case for Understanding Online Interaction between Candidates and Citizens]]></article-title>
<article-title xml:lang="pt"><![CDATA[A campanha para a Prefeitura de Manizales (Colômbia) no Twitter: um caso para compreender a interação on-line entre candidatos e cidadãos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López Londoño]]></surname>
<given-names><![CDATA[Luis Miguel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Manizales  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2018</year>
</pub-date>
<volume>21</volume>
<numero>3</numero>
<fpage>798</fpage>
<lpage>830</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852018000300798&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852018000300798&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852018000300798&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El desplazamiento de las actividades electorales y las campañas políticas al escenario de las tecnologías de la información y la comunicación ha despertado grandes expectativas e interrogantes sobre las posibilidades que ofrece internet de generar nuevas formas de interacción y conversación entre candidatos y ciudadanos. En los últimos años, Twitter se ha convertido en un innovador canal de contacto entre estos dos actores, ya que permite la comunicación personal y directa en torno a los asuntos públicos. A partir de una metodología mixta y descriptiva, esta investigación se enfocó en analizar el contenido de los mensajes publicados durante los últimos 25 días de campaña en las cuentas de Twitter de los cuatro candidatos a la Alcaldía de Manizales (Colombia) de 2015. Los resultados señalan, por un lado, que el uso de Twitter respondió principalmente a intereses propagandísticos y publicitarios; y por el otro, el mayor número de mensajes surgidos entre los seguidores de los candidatos recrearon un escenario de enfrentamiento y hostilidad entre dos bloques ideológicamente opuestos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O deslocamento das atividades eleitorais e das campanhas políticas para o cenário das tecnologias da informação e da comunicação despertou grandes expectativas e questões sobre as possibilidades que a internet oferece para criar novas formas de interação e conversação entre candidatos e cidadãos. Nos últimos anos, o Twitter se converteu em um canal de contato inovador entre esses dois atores, já que possibilita a comunicação pessoal e direta em torno dos assuntos públicos. A partir de uma metodologia mista e descritiva, esta pesquisa se concentrou em analisar o conteúdo das mensagens publicadas nos perfis do Twitter dos quatro candidatos à Prefeitura de Manizales (Colômbia) durante os últimos 25 dias da campanha de 2015. Os resultados indicam, por um lado, que o uso do Twitter respondeu principalmente a interesses propagandísticos e publicitários e, por outro, que a maioria das mensagens que surgiram entre os seguidores dos candidatos recriaram um cenário de enfrentamento e hostilidade entre dois grupos ideologicamente opostos.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Twitter]]></kwd>
<kwd lng="es"><![CDATA[interacción]]></kwd>
<kwd lng="es"><![CDATA[conversación]]></kwd>
<kwd lng="es"><![CDATA[publicidad política]]></kwd>
<kwd lng="es"><![CDATA[confrontación]]></kwd>
<kwd lng="en"><![CDATA[Twitter]]></kwd>
<kwd lng="en"><![CDATA[interaction]]></kwd>
<kwd lng="en"><![CDATA[conversation]]></kwd>
<kwd lng="en"><![CDATA[political advertisement]]></kwd>
<kwd lng="en"><![CDATA[confrontation]]></kwd>
<kwd lng="pt"><![CDATA[Confrontação]]></kwd>
<kwd lng="pt"><![CDATA[conversação]]></kwd>
<kwd lng="pt"><![CDATA[interação]]></kwd>
<kwd lng="pt"><![CDATA[publicidade política]]></kwd>
<kwd lng="pt"><![CDATA[Twitter]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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