Abstract

ANNUNZIATA, Rocío; ARIZA, Andrea Fernanda  and  MARCH, Valeria Romina. "Gobernar es estar cerca". Proximity Strategies in the Use of Social Networks By Mauricio Macri and María Eugenia Vidal. Rev. mex. opinión pública [online]. 2018, n.24, pp.71-93. ISSN 2448-4911.  https://doi.org/10.22201/fcpys.24484911e.2018.24.61520.

This paper aims to explore the proximity strategies in the use of the social networks of Mauricio Macri (Argentinian president) and Maria Eugenia Vidal (governor of the province of Buenos Aires). The research is based on the elaboration of an archive of publications of both leaders in their Facebook, Twitter and Instagram official accounts, and on a content analysis. We classify the content into four broad categories: citizen, intimate, institutional and political, under the hypothesis that both leaders privilege what we call “proximity” content (intimate and citizen). Then, we show the different ways in which the “ordinary citizen” appears in the speech: narrating his history, being visited, receiving a telephone call, being invited to participate through the social networks, and being invited to see from the intimate perspective of the leaders. Finally, we conclude highlighting the specificity of the proximity strategies of Macri and Vidal and pointing out the pending challenges for future research.

Keywords : Social networks; proximity; Mauricio Macri; María Eugenia Vidal; citizen; intimate.

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