<?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>S0122-82852018000300831</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2018.21.3.8</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Trump 2016: ¿presidente gracias a las redes sociales?]]></article-title>
<article-title xml:lang="en"><![CDATA[Trump 2016: ¿President Elected Thanks to Social Media?]]></article-title>
<article-title xml:lang="pt"><![CDATA[Trump 2016: presidente eleito graças às redes sociais?]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez-Andrés]]></surname>
<given-names><![CDATA[Roberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Pontificia Comillas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</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>831</fpage>
<lpage>859</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852018000300831&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852018000300831&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852018000300831&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El manejo de internet y las redes sociales, especialmente Twitter y Facebook, ha sido señalado como uno de los factores que contribuyó al triunfo de Donald Trump en las elecciones de 2016 en los Estados Unidos. En este artículo, se ofrece una descripción de cómo utilizó estas redes el candidato republicano y cuáles fueron sus estrategias digitales, según el seguimiento directo de la campaña y la revisión de informaciones periodísticas, así como el análisis de las investigaciones académicas realizadas hasta el momento. De esta revisión puede concluirse que las redes sociales desempeñaron un papel destacado en estas elecciones, ampliando su poder de influencia con respecto a los anteriores comicios de 2008 y 2012, en los que Obama ya hizo un uso extensivo de ellas, y que Trump aventajó a Hillary Clinton a la hora de utilizarlas para movilizar a sus públicos prioritarios, desmotivar a los de la candidata rival y lanzar sus mensajes, lo cual constituyó una parte importante de su victoria. No obstante, se concluye también que no podría afirmarse que las redes fueron, por sí solas, el motivo principal del éxito del republicano, ya que en su triunfo han de encontrarse otras razones de fondo vinculadas con el contexto político-social en el que se desarrollaron estas elecciones.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The Internet and social media, particularly Twitter and Facebook, have been identified as one of the factors that contributed to Donald Trump's triumph in the United States presidential elections of 2016. In this paper, we describe how the Republican candidate used social media and what his digital strategies were, after directly monitoring the campaign and reviewing journalistic information, as well as the analysis of the academic research carried out so far. Based on this review, it is possible to conclude that social media played a significant role in these elections, expanding its power of influence as compared to the previous elections of 2008 and 2012, when Obama used them extensively, and which Trump used better than Hillary Clinton to move his priority audience, to discourage his rival's audience, and to send his messages, thus making it an important part of his victory. It is also concluded, however, that it is wrong to say that social themselves were the main reason for the Republican candidate's success, as there are other substantial reasons to his triumph which are linked to the socio-political context in which these elections took place.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O uso da internet e das redes sociais, especialmente o Twitter e o Facebook, foi indicado como um dos fatores que contribuiu para o triunfo de Donald Trump nas eleições presidenciais de 2016 nos Estados Unidos. Neste artigo, apresenta-se uma descrição de como o candidato republicano utilizou essas redes e quais foram suas estratégias digitais, segundo o acompanhamento direto da campanha e a revisão de informações jornalísticas, bem como a análise das pesquisas acadêmicas realizadas até o momento. Com base nessa revisão, pode-se concluir que as redes sociais desempenharam um papel de destaque em tais eleições, ampliando seu poder de influência com respeito às eleições anteriores de 2008 e 2012, quando Obama já havia feito um uso extensivo delas e Trump se beneficiou mais do que Hillary Clinton na hora de utilizar as redes para mobilizar seu público prioritário, desmotivar a audiência da candidata rival e lançar suas mensagens, o que constituiu uma parte importante da sua vitória. No entanto, conclui-se também que não é possível afirmar que as redes foram, por si só, o motivo principal da vitória do republicano, já que é possível encontrar em seu triunfo outras razões de fundo vinculadas ao contexto político-social no qual ocorreram essas eleições.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[internet]]></kwd>
<kwd lng="es"><![CDATA[Twitter]]></kwd>
<kwd lng="es"><![CDATA[Facebook]]></kwd>
<kwd lng="es"><![CDATA[Cambridge Analytica]]></kwd>
<kwd lng="es"><![CDATA[Trump]]></kwd>
<kwd lng="es"><![CDATA[comunicación política]]></kwd>
<kwd lng="en"><![CDATA[Social media]]></kwd>
<kwd lng="en"><![CDATA[Internet]]></kwd>
<kwd lng="en"><![CDATA[Twitter]]></kwd>
<kwd lng="en"><![CDATA[Facebook]]></kwd>
<kwd lng="en"><![CDATA[Trump]]></kwd>
<kwd lng="en"><![CDATA[political communica tion]]></kwd>
<kwd lng="pt"><![CDATA[Cambridge Analytica]]></kwd>
<kwd lng="pt"><![CDATA[comunicação política]]></kwd>
<kwd lng="pt"><![CDATA[Facebook]]></kwd>
<kwd lng="pt"><![CDATA[internet]]></kwd>
<kwd lng="pt"><![CDATA[redes sociais]]></kwd>
<kwd lng="pt"><![CDATA[Trump]]></kwd>
<kwd lng="pt"><![CDATA[Twitter]]></kwd>
</kwd-group>
</article-meta>
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