Abstract

LOPEZ AGUIRRE, José Luis; LOPEZ GARCIA, Ana Teresa  and  TORRE ESPARZA, Vania de la. The Co-creation of the Political Electoral Agenda of Candidate Delfina Gomez on Facebook Through the Analysis of Logos. Rev. panam. comun. [online]. 2023, vol.5, n.2, pp.86-104.  Epub Feb 19, 2024. ISSN 2683-2208.  https://doi.org/10.21555/rpc.v5i2.2996.

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.

Keywords : Election campaign; Delfina Gómez; State of Mexico; Topics; Facebook; Logos.

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