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Revista panamericana de comunicación

On-line version ISSN 2683-2208


FERNANDEZ-FERNANDEZ, Eduardo; LOPEZ-GARCIA, Ana Teresa  and  GOMEZ-GORDILLO, Luis Ángel. Rhetorical argumentation in 2023 elections. Delfina Gómez’s campaign on Twitter for State of Mexico governorship. Rev. panam. comun. [online]. 2023, vol.5, n.2, pp.71-85.  Epub Feb 19, 2024. ISSN 2683-2208.

This article analyzes the strategy of rhetorical argumentation employed by the candidate Delfina Gómez during her electoral campaign for the governorship of the State of Mexico in 2023, through messages posted on the Twitter platform. The study focuses on the qualitative analysis of six types of arguments: pragmatic, moral, causal, clues, generalization, and authority. Some of the results reveal that the candidate implemented an effective argumentation strategy, standing out for her commitment to honesty, the fight against corruption, and the practical application of her proposals. However, she also used overgeneralization and citations from a single authority, President López Obrador. All of these elements allowed the candidate to differentiate herself from her opponents and ultimately achieve victory in the elections.

Keywords : Rhetoric argumentation; electoral campaign; Twitter; Delfina Gómez; State of México.

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