Document Type
Dissertation
Degree
Doctor of Philosophy (PhD)
Major/Program
Political Science
First Advisor's Name
Eduardo A. Gamarra
First Advisor's Committee Title
Committee chair
Second Advisor's Name
Dario V. Moreno
Second Advisor's Committee Title
Committee member
Third Advisor's Name
Astrid Arraras
Third Advisor's Committee Title
Committee member
Fourth Advisor's Name
Victor Uribe Uran
Fourth Advisor's Committee Title
Committee member
Keywords
Social networks, Twitter, Elections, Presidential Campaigns, Colombia, El Salvador
Date of Defense
3-31-2023
Abstract
Based on two case studies, this research aims to respond to one central question: to what extent do candidates who use Twitter as a tool for political communication achieve the reactions they expect from the electorate, and do these reactions materialize into votes? In other words, does Twitter allow a candidate to elicit desirable reactions that subsequently translate into votes?
The methodology used in this study is a mixed-method analysis that aims to enhance and reinforce our understanding of statistical findings through a qualitative approach using triangulation. Among other sources, the qualitative methodology employs process tracing, interviews, analysis of documents, and analysis of media reports. The quantitative component includes categorizing and analyzing all the tweets posted on Twitter by the selected presidential candidates during the two months before election day and examining the reactions to these messages, such as likes, retweets, or replies.
I argue that political campaigns on Twitter are generally characterized by the self-promotion of candidates and attacks against their political rivals. Though there are many angles from which to study this question, according to the data analyzed for this research in the cases of Colombia (2022) and El Salvador (2019), during the last two months of campaigning, candidates who deployed an electoral strategy on Twitter characterized by 1) self-reference and comparison with their contenders, while 2) moving away from making concrete proposals on governance issues, won the presidency.
Although Twitter offers possibilities that go far beyond mere propaganda and negative campaigning, the most effective Tweets are precisely those that fall into one of these two categories. The results of this study show that the messages that get the most reactions, as expressed in likes, retweets, and replies, are those that are classified in the above subcategories. Likewise, candidates who received the highest number of reactions to their messages won their presidential races.
Identifier
FIDC011066
Recommended Citation
Duran Socha, Pablo Alfonso, "Social Networks and Electoral Campaigns: Their Impact on Political Perceptions in Colombia and El Salvador" (2023). FIU Electronic Theses and Dissertations. 5266.
https://digitalcommons.fiu.edu/etd/5266
Included in
Comparative Politics Commons, Mass Communication Commons, Social Influence and Political Communication Commons, Social Media Commons
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