Campañas digitales: ¿Branding o participación política?

Abstract

Although television has been traditionally the main channel of mass communication between candidates and electors, social media has emerged as a new channel, becoming a relevant platform where a dynamic flux of information is shared by electors and candidates. The role of social media can be considered from a classical perspective, in other words, as a tool or asset to be managed. Or, it can also be viewed as a new dimension of development that encourages political participation. Considering the Barack Obama’s 2007-2008 presidential campaign established an opening point in the use of new technologies of information and Internet in electoral campaigning throughout the world, the main objective of our work is to evaluate the role of social media in the last Chilean presidential campaign.

Bastián González-Bustamante

Post-doctoral Researcher

Post-doctoral Researcher in Computational Social Science and a lecturer in Governance and Development at the Institute of Public Administration at the Faculty of Governance and Global Affairs at Leiden University, Netherlands. Lecturer at the School of Public Administration at Universidad Diego Portales and Research Associate in Training Data Lab, Chile.