Social media in politics
The role of social media in the 2015 elections in Mexico City
DOI:
https://doi.org/10.32776/arcsh.v7i13.282Keywords:
digital social networks, social media, elections, campaigns, Mexico, linear regressionsAbstract
The main objective of this research is to analyze the role that six digital social networks had in obtaining votes during the elections of 2015 in Mexico City. The theoretical approach was political communication, on the basis of the hypothesis that the greater the presence of a candidate in different digital social media, the greater the number of votes obtained. As a result, it is demonstrated that there is a positive influence in the use of digital networks to obtain votes. The study had some limitations, like the fact of not being able to reliably prove which of the studied digital platforms would have a bigger impact when obtaining votes in future scenarios. The research allows to conclude that, by emphasizing two different variables –the number of subscribers that each candidate has in the digital networks and the information sent through these networks– it is observed that not all digital social networks contribute significantly or in the same way to the explanation of this phenomenon. The value of this paper lies on the analysis of a phenomenon of digital electoral policies communication, in a period of incipient use of digital social networks.
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