<?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>S0122-82852024000427412</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2024.27.4.12</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[X y el discurso de figuras políticas mediante modelado de tópicos: campaña presidencial y covid-19 en Colombia*]]></article-title>
<article-title xml:lang="en"><![CDATA[X and the discourse of political figures through topic modeling: presidential campaign and COVID-19 in Colombia]]></article-title>
<article-title xml:lang="pt"><![CDATA[X e o discurso de figuras políticas por meio de modelagem de tópicos: campanha presidencial e covid-19 na Colômbia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López-Ponce]]></surname>
<given-names><![CDATA[Marcela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Gonzales]]></surname>
<given-names><![CDATA[Hada]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barredo-Ibáñez]]></surname>
<given-names><![CDATA[Daniel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Sevilla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Sevilla  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Málaga  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>27</volume>
<numero>4</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852024000427412&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852024000427412&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852024000427412&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen X se ha convertido en la plataforma de debate político adoptada por candidatos presidenciales para posicionar sus marcas personales y difundir ideales políticos. En Colombia, durante la campaña presidencial y la pandemia de covid-19 existieron posiciones políticas extremas entre los candidatos de derecha e izquierda, Iván Duque y Gustavo Petro, respectivamente. La investigación analizó el contenido temático de sus publicaciones durante la campaña electoral a la presidencia de 2018, así como en el primer año de la pandemia de covid-19, en 2020, con el fin de estudiar y comparar los discursos. Se analizaron 9.395 tuits y 311.654 palabras de ambas cuentas oficiales en X. La metodología utilizada, no experimental, con un enfoque descriptivo, de corte cuantitativo, se basó en un análisis de contenido informatizado operado mediante el modelado de tópicos, que no incluye información sobre la interacción con los seguidores. Los resultados muestran una marcada diferencia de ejes temáticos entre derecha e izquierda, en donde, por un lado, los líderes estudiados publicaron contenidos relacionados con propuestas y soluciones de gobierno y, por otro lado, se encontraron indicios de una estrategia de polarización que buscaba el descrédito de la contraparte mediante su afianzamiento como interlocutor principal.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract X has become the online platform for political debate adopted by presidential candidates to position their personal brands and disseminate political ideals. In Colombia, during the presidential campaign that took place both before the COVID-19 pandemic, extreme political positions were observed between the right- and left-wing candidates, Iván Duque and Gustavo Petro. This research analyzes the thematic content of their published tweets during the 2018 presidential election campaign and subsequently within the context of first year of the COVID-19 pandemic, in 2020, to carefully examine and compare viewpoints. A total of 9,395 tweets and 311,654 words from the official X accounts were scrutinized. The methodology used - non-experimental, while following a descriptive, quantitative approach - was based on a computerized content analysis operated by topic modeling, that does not include information on the interaction with the followers. The results, however, show a marked difference in thematic axis points between right and left where, on the one hand, the leaders studied published content related to government proposals and solutions, while on the other hand, there was evidence of a polarization strategy that sought to discredit the opposing candidate by strengthening his own position as primary interlocutor.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo X tornou-se a plataforma online de debate político adotada pelos candidatos presidenciais para posicionar suas marcas pessoais e disseminar ideais políticos. Na Colômbia, durante a campanha presidencial que ocorreu tanto antes da pandemia da covid-19, foram observadas posições políticas extremas entre os candidatos de direita e esquerda, Iván Duque e Gustavo Petro. Esta pesquisa analisa o conteúdo temático de seus tweets publicados durante a campanha eleitoral presidencial de 2018 e posteriormente no contexto do primeiro ano da pandemia da covid-19, no 2020, a fim de examinar e comparar cuidadosamente os pontos de vista. Um total de 9.395 tweets e 311.654 palavras das contas oficiais do X foram examinadas. A metodologia utilizada - não experimental, embora seguindo uma abordagem descritiva e quantitativa - foi baseada em uma análise de conteúdo computadorizado operada por modelagem de tópicos, que não inclui informações sobre a interação com os seguidores. Os resultados, no entanto, mostram uma marcada diferença nos pontos do eixo temático entre a direita e a esquerda onde, por um lado, os líderes estudaram o conteúdo publicado relacionado às propostas e soluções governamentais, enquanto por outro lado, havia evidência de uma estratégia de polarização que procurava desacreditar o candidato adversário, fortalecendo sua própria posição como interlocutor primário.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Campaña electoral]]></kwd>
<kwd lng="es"><![CDATA[comunicación política]]></kwd>
<kwd lng="es"><![CDATA[covid-19]]></kwd>
<kwd lng="es"><![CDATA[elecciones presidenciales]]></kwd>
<kwd lng="es"><![CDATA[X]]></kwd>
<kwd lng="en"><![CDATA[Election campaign]]></kwd>
<kwd lng="en"><![CDATA[political communication]]></kwd>
<kwd lng="en"><![CDATA[COVID-19]]></kwd>
<kwd lng="en"><![CDATA[presidential election]]></kwd>
<kwd lng="en"><![CDATA[X]]></kwd>
<kwd lng="pt"><![CDATA[Campanha eleitoral]]></kwd>
<kwd lng="pt"><![CDATA[comunicação política]]></kwd>
<kwd lng="pt"><![CDATA[covid-19]]></kwd>
<kwd lng="pt"><![CDATA[eleição presidencial]]></kwd>
<kwd lng="pt"><![CDATA[X]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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