<?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>S2448-49112021000100093</article-id>
<article-id pub-id-type="doi">10.22201/fcpys.24484911e.2021.30.70568</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Surgimiento, autopercepción y participación del líder de opinión en el espacio digital]]></article-title>
<article-title xml:lang="en"><![CDATA[Emergence, Self-Perception, and Participation of the Opinion Leader in the Digital Space]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Morales]]></surname>
<given-names><![CDATA[Julián Atilano]]></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>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<numero>30</numero>
<fpage>93</fpage>
<lpage>111</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-49112021000100093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-49112021000100093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-49112021000100093&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Los estudios clásicos sobre sociología electoral han presentado evidencia sobre la influencia del líder de opinión en las preferencias electorales. Sin embargo, aún son escasas y muy generales las investigaciones que han observado este fenómeno en el espacio digital. Por tal motivo, el objetivo de este artículo es mostrar cómo se propicia la construcción del líder de opinión en el espacio digital, cómo se configura la autopercepción de éste, y cuáles son los mecanismos que utiliza para persuadir. El método de investigación es el estudio de caso y la técnica principal es la entrevista semiestructurada. La unidad de análisis son personas mayores de 18 años, que hayan votado y promovido el voto a favor de Jaime Rodríguez &#8220;El Bronco&#8221;, Enrique Alfaro o Pedro Kumamoto en la elección de 2015 en México. Se concluye que el espacio digital provee recursos para que la persona líder de opinión se construya y se perciba a sí misma con capacidad de influencia entre sus redes de contactos, mediante la legitimidad que éstas le otorgan para que sea capaz de articular un repertorio de acción con el fin de persuadir.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Classic studies on electoral sociology have presented evidence of the influence of the opinion leader on electoral preferences. However, research that has observed this phenomenon in the digital space is still scarce and very general. For this reason, the objective of this article is to show how the construction of the opinion leader is fostered in the digital space, how is the self-perception that he or she has about himself or herself configured, and what are the mechanisms that are used to persuade. The research method is the case study and the main technique is the semi-structured interview. The unit of analysis are people over 18 years old, who have voted and promoted the vote in favor of Jaime Rodríguez &#8220;El Bronco&#8221;, Enrique Alfaro or Pedro Kumamoto in the 2015 election in Mexico. It is concluded that the digital space provides resources for the opinion leader to build and perceive himself or herself with the capacity to influence among his o her networks of contacts, through the legitimacy they give him or give her, and to be able to articulate a repertoire of action to persuade.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Líder de opinión]]></kwd>
<kwd lng="es"><![CDATA[redes sociodigitales]]></kwd>
<kwd lng="es"><![CDATA[interacción social]]></kwd>
<kwd lng="es"><![CDATA[comportamiento electoral]]></kwd>
<kwd lng="es"><![CDATA[Facebook]]></kwd>
<kwd lng="es"><![CDATA[elecciones 2015]]></kwd>
<kwd lng="en"><![CDATA[Opinion leader]]></kwd>
<kwd lng="en"><![CDATA[social network]]></kwd>
<kwd lng="en"><![CDATA[social interaction]]></kwd>
<kwd lng="en"><![CDATA[electoral behavior]]></kwd>
<kwd lng="en"><![CDATA[Facebook 2015]]></kwd>
<kwd lng="en"><![CDATA[elections]]></kwd>
</kwd-group>
</article-meta>
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