<?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>S2448-49112025000200152</article-id>
<article-id pub-id-type="doi">10.22201/fcpys.24484911e.2025.39.90718</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estilos de comunicación de gobierno en redes sociales por pertenencia generacional]]></article-title>
<article-title xml:lang="en"><![CDATA[Government Communication Styles on Social Media by Generational Affiliation]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Slimovich]]></surname>
<given-names><![CDATA[Ana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[García Beaudoux]]></surname>
<given-names><![CDATA[Virginia]]></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[ ]]></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>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<numero>39</numero>
<fpage>152</fpage>
<lpage>166</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-49112025000200152&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-49112025000200152&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-49112025000200152&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En este artículo se presentan los resultados de una investigación que explora la relación entre la pertenencia generacional de lideresas en cargos de gobierno en Instagram con otras tres variables: el estilo de liderazgo que comunican la preferencia por la comunicación de información dura o blanda y el grado de personalización de su comunicación. El método utilizado fue el análisis de contenido. La muestra está conformada por 1,290 unidades de análisis que se corresponden con las publicaciones en los feeds y stories en las cuentas verificadas de Instagram efectuadas por doce mujeres líderes políticas. Los resultados de las comparaciones entre grupos de edad indican que existen diferencias en las tres variables dependiendo de la pertenencia a la generación baby boomer, a la generación X, o a la generación millennial. La tendencia inicial registrada es a mayor juventud, se comunican liderazgos más duros, información de contenido más político, y disminuye el grado de personalización.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article presents the results of a research study that explores the relationship between the generational belonging of women leaders in government positions on Instagram, with three other variables: the leadership style they communicate, the preference for hard or soft information communication, and the degree of personalization of their communication. The method used was content analysis. The sample is made up of 1290 units of analysis that correspond to the publications in the feeds and stories on the verified Instagram accounts of twelve women political leaders. The results of the comparisons between age groups indicate that there are differences in the three variables depending on whether they belong to the Baby Boomer, Generation X or Millennial generations. The initial tendency is for younger people to communicate tougher leadership, more political information, and a lower degree of personalization.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comunicación de gobierno]]></kwd>
<kwd lng="es"><![CDATA[pertenencia generacional]]></kwd>
<kwd lng="es"><![CDATA[liderazgo político]]></kwd>
<kwd lng="es"><![CDATA[Instagram]]></kwd>
<kwd lng="en"><![CDATA[Government communication]]></kwd>
<kwd lng="en"><![CDATA[generational belonging]]></kwd>
<kwd lng="en"><![CDATA[political leadership]]></kwd>
<kwd lng="en"><![CDATA[Instagram]]></kwd>
</kwd-group>
</article-meta>
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