<?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>S2683-22082023000200086</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v5i2.2996</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La cocreación de la agenda político electoral de la candidata Delfina Gómez en Facebook mediante el estudio del logos]]></article-title>
<article-title xml:lang="en"><![CDATA[The Co-creation of the Political Electoral Agenda of Candidate Delfina Gomez on Facebook Through the Analysis of Logos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López Aguirre]]></surname>
<given-names><![CDATA[José Luis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López García]]></surname>
<given-names><![CDATA[Ana Teresa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Torre Esparza]]></surname>
<given-names><![CDATA[Vania de la]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Panamericana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Panamericana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Panamericana  ]]></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>86</fpage>
<lpage>104</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082023000200086&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082023000200086&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082023000200086&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen. En una campaña electoral difundida en las redes sociodigitales, la enunciación de ciertos tópicos y temas (componentes del logos) por parte de candidatos y candidatas puede provocar empatía en el electorado, influir en la conformación de agenda pública y evidenciar los asuntos que más interesan no sólo al candidato, sino también a los ciudadanos, respecto de la problemática que enfrenta el país o entidad que se busca gobernar. Estos supuestos nos animaron a indagar qué tópicos y temas se externaron en las publicaciones difundidas en la red sociodigital Facebook por la entonces candidata y ahora gobernadora del Estado de México, Delfina Gómez, durante la jornada electoral que concluyó en mayo de 2023. Para dar respuesta a dicha inquietud, se diseñó y aplicó una estrategia metodológica que nos permitió identificar las entidades del logos que especialmente motivaron el interés en los usuarios de Facebook y, en consecuencia, descubrir cómo se construyó la agenda político electoral en esta red sociodigital.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract. In an election campaign disseminated on social and digital networks, the enunciation of certain topics and themes (components of logos) by candidates can provoke empathy among the electorate, influence the formation of the public agenda, and reveal the issues that are of interest not only to the candidate but also to the citizens regarding the problems that the country or entity seeking to govern faces. These assumptions prompted us to investigate which topics and themes were expressed in the posts shared on the social digital network Facebook by the then-candidate and now governor of the State of Mexico, Delfina Gómez, during the electoral campaign that concluded in May 2023. To address this inquiry, we designed and implemented a methodological strategy that allowed us to identify the elements of logos that particularly sparked interest among Facebook users and, consequently, discover how the electoral political agenda was constructed on this social digital network.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Campaña electoral]]></kwd>
<kwd lng="es"><![CDATA[Delfina Gómez]]></kwd>
<kwd lng="es"><![CDATA[Estado de México]]></kwd>
<kwd lng="es"><![CDATA[Tópicos]]></kwd>
<kwd lng="es"><![CDATA[Facebook]]></kwd>
<kwd lng="es"><![CDATA[Logos]]></kwd>
<kwd lng="en"><![CDATA[Election campaign]]></kwd>
<kwd lng="en"><![CDATA[Delfina Gómez]]></kwd>
<kwd lng="en"><![CDATA[State of Mexico]]></kwd>
<kwd lng="en"><![CDATA[Topics]]></kwd>
<kwd lng="en"><![CDATA[Facebook]]></kwd>
<kwd lng="en"><![CDATA[Logos]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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