Abstract

GOMEZ VILCHIS, Ricardo R.. Impact of Social Networks on Citizen Perception on Vote Buying in Mexico. Rev. mex. opinión pública [online]. 2020, n.28, pp.37-55.  Epub Sep 07, 2020. ISSN 2448-4911.  https://doi.org/10.22201/fcpys.24484911e.2020.28.68479.

How relevant were social networks in the 2018 presidential election? Specifically, given the strategy of political parties to obtain electoral support from citizens in exchange for the distribution of private goods, for the benefit of certain groups, what was the role of social networks in alerting citizens to the exchange of monetary and non-monetary goods in exchange for the vote? This work is one of the first that examines the determinants of the perception of public opinion about clientelism and vote buying, focusing on media consumption. The research uses a survey conducted in Mexico by Latinobarómetro in 2017, through the management of Ordinary Least Squares (OLS) models. The main finding is that social networks and the perception around corruption alert the population about the clientelism and the purchase of the vote, by political parties and even candidates. In contrast, the evidence suggests that traditional media (television, radio) and face-to-face interaction, with friends and family, have little effect on the perception of public opinion about the delivery of gifts and money.

Keywords : Clientelism; vote buying; media consumption; corruption; public opinion; social networks.

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