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Revista panamericana de comunicación

On-line version ISSN 2683-2208


GOMEZ AGUILERA, Blanca Nahayeli; MINOR CERVANTES, Crysta Natalia  and  HERNANDEZ FERNANDEZ, Alan Alberto. Enunciative subjectivity and analysis of the pathemic effect in the Twitter publications (X) of the candidates for Governor of Coahuila 2023. Rev. panam. comun. [online]. 2023, vol.5, n.2, pp.130-151.  Epub Feb 19, 2024. ISSN 2683-2208.

Emotions and subjectivities are a key component for an electoral campaign. In political contexts, the politicians attempt to persuade and seduce the electorate in order to obtain their vote. This article analysis the publications on Twitter (X) of the candidates for Governor of Coahuila 2023: Manolo Jiménez and Armando Guadiana. We adopt the perspective of digital rhetoric as a theoretical-methodological proposal for mixed intervention in the recovery of the corpus. We respond the questions: What is the role that passions play in the publications of the candidates for the governorship of Coahuila in 2023? What are the linguistic resources that politicians seek to appeal to the emotions of the possible electorate? And what pathemic effects underlie publications as political communication strategies? We found as a result that the campaign offers an influencer agenda where there is poor commitment and responsibility on the part of politicians in digital communication channels, since they do not share campaign proposals and instead, seek to exalt emotions that appeal to happiness and victory through colloquial phrases, build it with metaphors and hyperbole. In conclusion there was an absence of an electoral campaign.

Keywords : Pathos; digital rhetoric; Coahuila; electoral campaign; discourses.

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