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Revista panamericana de comunicación

On-line version ISSN 2683-2208


ANDRADE DEL CID, Patricia  and  PABLO CONTRERAS, Mariangel. Tigers, morenos and pragmatics on Facebook. The ethos of the candidates for governor of Coahuila in 2023. Rev. panam. comun. [online]. 2023, vol.5, n.2, pp.173-192.  Epub Feb 19, 2024. ISSN 2683-2208.

In order to identify areas of political culture, the statements issued in Facebook profiles by three candidates for the 2023 Coahuila government in Mexico were analyzed: Manolo Jiménez (PRI/PAN/PRD), Armando Guadiana (Morena) and Ricardo Mejía (PT)during the election campaign in April and May 2023. With the “Search” tool of the “Meta Crowdtangle” application, the publications issued by these three candidates were searched. The downloaded database includes the text of the publication, the number of reactions, the number of comments, the date of creation and the URL to the publication on Facebook. The results explore the discourses where candidates express their ethos - or images that build themselves through hyperboles and synecdoches of argumentation, thus representing the spheres of political culture in that region of Mexico.

Keywords : Ethos; speeches; political elections; Facebook; Coahuila.

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