<?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>2448-4911</journal-id>
<journal-title><![CDATA[Revista mexicana de opinión pública]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. mex. opinión pública]]></abbrev-journal-title>
<issn>2448-4911</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Ciencias Políticas y Sociales]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-49112018000100071</article-id>
<article-id pub-id-type="doi">10.22201/fcpys.24484911e.2018.24.61520</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[&#8220;Gobernar es estar cerca&#8221;. Las estrategias de proximidad en el uso de las redes sociales de Mauricio Macri y María Eugenia Vidal.]]></article-title>
<article-title xml:lang="en"><![CDATA["Gobernar es estar cerca". Proximity Strategies in the Use of Social Networks By Mauricio Macri and María Eugenia Vidal.]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Annunziata]]></surname>
<given-names><![CDATA[Rocío]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ariza]]></surname>
<given-names><![CDATA[Andrea Fernanda]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[March]]></surname>
<given-names><![CDATA[Valeria Romina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Buenos Aires  ]]></institution>
<addr-line><![CDATA[Buenos Aires ]]></addr-line>
<country>Argentina</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Buenos Aires  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Argentina</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Buenos Aires  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Argentina</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<numero>24</numero>
<fpage>71</fpage>
<lpage>93</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-49112018000100071&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-49112018000100071&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-49112018000100071&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo se propone explorar las estrategias de proximidad en el uso de las redes sociales de Mauricio Macri (presidente argentino) y María Eugenia Vidal (gobernadora de la provincia de Buenos Aires). La investigación se basa en la elaboración de un archivo de las publicaciones de ambos dirigentes en sus cuentas oficiales de Facebook, Twitter e Instagram y en un posterior análisis de contenido, el cual clasificamos en cuatro grandes categorías: ciudadano, íntimo, institucional y político, bajo la hipótesis de que ambos dirigentes privilegian el que llamamos contenido &#8220;de proximidad&#8221; (íntimo y ciudadano). Luego, mostramos las distintas formas en las que el &#8220;ciudadano común&#8221; aparece en el discurso: narrando su historia, siendo visitado, recibiendo un llamado telefónico, siendo invitado a participar por medio de las propias redes y siendo invitado a ver desde la perspectiva intimista de los dirigentes. Finalmente, concluimos destacando la especificidad de las estrategias de proximidad de Macri y Vidal y señalando los desafíos pendientes para futuras investigaciones.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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 &#8220;proximity&#8221; content (intimate and citizen). Then, we show the different ways in which the &#8220;ordinary citizen&#8221; 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[proximidad]]></kwd>
<kwd lng="es"><![CDATA[Mauricio Macri]]></kwd>
<kwd lng="es"><![CDATA[María Eugenia Vidal]]></kwd>
<kwd lng="es"><![CDATA[ciudadano]]></kwd>
<kwd lng="es"><![CDATA[íntimo]]></kwd>
<kwd lng="en"><![CDATA[Social networks]]></kwd>
<kwd lng="en"><![CDATA[proximity]]></kwd>
<kwd lng="en"><![CDATA[Mauricio Macri]]></kwd>
<kwd lng="en"><![CDATA[María Eugenia Vidal]]></kwd>
<kwd lng="en"><![CDATA[citizen]]></kwd>
<kwd lng="en"><![CDATA[intimate]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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