<?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>2683-2208</journal-id>
<journal-title><![CDATA[Revista panamericana de comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. panam. comun.]]></abbrev-journal-title>
<issn>2683-2208</issn>
<publisher>
<publisher-name><![CDATA[Centros Culturales de México A.C., Universidad Panamericana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-22082023000200035</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v5i2.2993</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Una perspectiva computacional y de análisis estadístico de textos para el Análisis de Sentimiento de la conversación en redes sociodigitales alrededor de debates electorales]]></article-title>
<article-title xml:lang="en"><![CDATA[A computational and statistical text analysis perspective for the Sentiment Analysis of the conversation in social media about gubernatorial election debates]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Espitia]]></surname>
<given-names><![CDATA[Diego]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Atilano]]></surname>
<given-names><![CDATA[Julián]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zumaya]]></surname>
<given-names><![CDATA[Martín]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional Autónoma de México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional Autónoma de México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Nacional Autónoma de México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>5</volume>
<numero>2</numero>
<fpage>35</fpage>
<lpage>54</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082023000200035&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082023000200035&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082023000200035&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen. Este trabajo analiza el impacto de las redes sociales en la imagen mediática y la percepción pública de los candidatos en los debates electorales del Estado de México de 2023, utilizando herramientas computacionales y estadísticas para examinar el sentimiento de 40,866 tweets. Se identificaron mayormente menciones negativas hacia Delfina Gómez de la coalición &#8220;Juntos hacemos historia&#8221;. Sin embargo, a pesar de esto, su campaña fue efectiva en transmitir su imagen mediática, destacándose la palabra &#8220;maestra&#8221; en las publicaciones sobre ella. Por otro lado, la imagen de Alejandra del Moral de la alianza &#8220;Va por el Estado de México&#8221; no tuvo el mismo impacto mediático en los tweets analizados. Este estudio muestra la relevancia de las redes sociales en las estrategias de campaña modernas, evidenciando cómo las discusiones digitales influencian la construcción de la imagen de los candidatos. La combinación de análisis cuantitativo y cualitativo permite entender no solo la cantidad de menciones, sino también el contexto y la evolución de la percepción pública. Este enfoque proporciona una metodología alternativa para analizar eventos políticos y sociales en la era digital.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract. This study examines the influence of social media on the media image and public perception of candidates in the 2023 Mexican state election debates, using computational tools and statistical analysis to assess the sentiment of 40,866 tweets. They found that Delfina Gómez of the &#8220;Juntos hacemos historia&#8221; coalition was mentioned predominantly negatively. Nevertheless, her campaign effectively communicated her media image, with the term &#8216;maestra&#8217; appearing prominently in discussions about her. Conversely, Alejandra del Moral of the Va por el Estado de México coalition did not achieve a similar media impact in the tweets analysed. This research highlights the importance of social media in modern electoral campaign strategies and shows how digital discourse shapes the image construction of candidates. The integration of quantitative and qualitative analysis allows not only the quantification of mentions, but also an understanding of the context and evolution of public perception. This approach offers an alternative methodology for analysing political and social events in the digital age.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Análisis de sentimiento]]></kwd>
<kwd lng="es"><![CDATA[Análisis estadístico de textos]]></kwd>
<kwd lng="es"><![CDATA[Debates electorales]]></kwd>
<kwd lng="es"><![CDATA[Interdisciplina]]></kwd>
<kwd lng="es"><![CDATA[Twitter]]></kwd>
<kwd lng="es"><![CDATA[Comunicación política]]></kwd>
<kwd lng="en"><![CDATA[Sentiment analysis]]></kwd>
<kwd lng="en"><![CDATA[Statistical text analysis]]></kwd>
<kwd lng="en"><![CDATA[Election debates]]></kwd>
<kwd lng="en"><![CDATA[Interdisciplinarity]]></kwd>
<kwd lng="en"><![CDATA[Twitter]]></kwd>
<kwd lng="en"><![CDATA[Political communication]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Banchs]]></surname>
<given-names><![CDATA[R.E.]]></given-names>
</name>
</person-group>
<source><![CDATA[Text Mining with MATLAB]]></source>
<year>2013</year>
<publisher-name><![CDATA[Springer]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Belcastro]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Cantini]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Marozzo]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Talia]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Trunfio]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Learning political polarization on social media using neural networks]]></article-title>
<source><![CDATA[IEEE access]]></source>
<year>2020</year>
<volume>8</volume>
<page-range>47177-87</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Brunschke]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Divine]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Debunking Nixon&#8217;s radio victory in the 1960 election: Re-analyzing the historical record and considering currently unexamined polling data]]></article-title>
<source><![CDATA[The social science journal]]></source>
<year>2017</year>
<volume>54</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>67-75</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bruns]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Burgess]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[#Ausvotes: how Twitter covered the 2010 Australian federal election]]></article-title>
<source><![CDATA[Communication, politics and culture]]></source>
<year>2011</year>
<volume>44</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>37-56</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cambria]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[White]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Jumping NLP Curves: A Review of Natural Language Processing Research]]></article-title>
<source><![CDATA[IEEE Computational intelligence magazine]]></source>
<year>2014</year>
<volume>9</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>48-57</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Caloca Lafont]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Ruiz Molina]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<source><![CDATA[Primer Informe: La Valiente y La Maestra. Discurso e imagen pública de las candidatas a gobernadora del Estado de México. Observatorio Electoral de Medios y Redes Socio-digitales 2023]]></source>
<year>2023</year>
<page-range>31</page-range><publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[PUEDJS, UNAM]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chaudhry]]></surname>
<given-names><![CDATA[H. N.]]></given-names>
</name>
<name>
<surname><![CDATA[Javed]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Kulsoom]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Mehmood]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
<name>
<surname><![CDATA[Khan]]></surname>
<given-names><![CDATA[Z. I.]]></given-names>
</name>
<name>
<surname><![CDATA[Shoaib]]></surname>
<given-names><![CDATA[U.]]></given-names>
</name>
<name>
<surname><![CDATA[Janjua]]></surname>
<given-names><![CDATA[S. H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Sentiment analysis of before and after elections: Twitter data of U.S. Election 2020]]></article-title>
<source><![CDATA[Electronics]]></source>
<year>2021</year>
<volume>10</volume>
<numero>17</numero>
<issue>17</issue>
<page-range>2082</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Duncombe]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The politics of Twitter: Emotions and the power of social media]]></article-title>
<source><![CDATA[International political sociology]]></source>
<year>2019</year>
<volume>13</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>409-29</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hardesty]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Explained: Neural networks ballyhooed artificial-intelligence technique known as &#8220;deep learning&#8221; revives 70-year-old idea]]></article-title>
<source><![CDATA[MIT News Office]]></source>
<year>2017</year>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Highfield]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Harrington]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Bruns]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Twitter as a technology for audiencieng and fandom. The #Eurovision phenomenon]]></article-title>
<source><![CDATA[Information, communication &amp; society]]></source>
<year>2013</year>
<volume>16</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>315-39</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Himelboim]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Sweetser]]></surname>
<given-names><![CDATA[K. D.]]></given-names>
</name>
<name>
<surname><![CDATA[Tinkham]]></surname>
<given-names><![CDATA[S. F.]]></given-names>
</name>
<name>
<surname><![CDATA[Cameron]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Danelo]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[West]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Valence-based homophily on Twitter: Network analysis of emotions and political talk in the 2012 presidential election]]></article-title>
<source><![CDATA[New media &amp; society]]></source>
<year>2014</year>
<volume>18</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>1382-400</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jänicke]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Franzini]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Cheema]]></surname>
<given-names><![CDATA[M. F.]]></given-names>
</name>
<name>
<surname><![CDATA[Scheuermann]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<source><![CDATA[On close and distant reading in digital humanities: A survey and future challenges]]></source>
<year>2015</year>
<conf-name><![CDATA[ Eurographics conference on visualization]]></conf-name>
<conf-loc> </conf-loc>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kalsnes]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Krumsvik]]></surname>
<given-names><![CDATA[A. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Storsul]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Social media as a political backchannel]]></article-title>
<source><![CDATA[Journal of information management]]></source>
<year>2014</year>
<volume>66</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>313-28</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[McKinney]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Warner]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Do presidential debates matter? Examining a decade of campaign debate effects]]></article-title>
<source><![CDATA[Argumentation and advocacy]]></source>
<year>2013</year>
<volume>49</volume>
<page-range>238-58</page-range></nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pietrusza]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<source><![CDATA[*1960 - LBJ vs. JFK vs. Nixon - The epic campaign that forged three presidencies]]></source>
<year>2008</year>
<publisher-name><![CDATA[Union Square Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Steer]]></surname>
<given-names><![CDATA[K. C. B.]]></given-names>
</name>
<name>
<surname><![CDATA[Wirth]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Halgamuge]]></surname>
<given-names><![CDATA[S. K.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The rationale behind seeking inspiration from Nature]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Chiong]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[Adaptive and natural computing algorithms]]></source>
<year>2009</year>
<page-range>51-76</page-range></nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="">
<collab>The Commission on Presidential Debates</collab>
<source><![CDATA[CPD: 1960 Debates]]></source>
<year>2020</year>
</nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Van Ryothoven]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Learning to feel, learning to fear? Emotions, imaginaries, and limits in the politics of securitization]]></article-title>
<source><![CDATA[Security dialogue]]></source>
<year>2015</year>
<volume>46</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>458-75</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Villena-Román]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[García Morera]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[TASS - Workshop on Sentiment Analysis at SEPLN]]></source>
<year>2013</year>
<publisher-name><![CDATA[Daedalus, S.A.]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Walczak]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Cerpa]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
</person-group>
<source><![CDATA[Artificial neural networks]]></source>
<year>2003</year>
<edition>Third</edition>
<page-range>631-45</page-range><publisher-name><![CDATA[Encyclopedia of physical science and technology]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Yavari]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Hassanpour]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Rahimpour Cami]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Mahdavi]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Election prediction based on Sentiment Analysis using Twitter data]]></article-title>
<source><![CDATA[International Journal of engineering]]></source>
<year>2022</year>
<volume>35</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>372-9</page-range></nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Valdez]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Hipótesis no comprobadas de la mercadotecnia política]]></article-title>
<source><![CDATA[Espiral]]></source>
<year>2006</year>
<volume>13</volume>
<numero>37</numero>
<issue>37</issue>
<page-range>51-75</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
