Memes y reacciones ciudadanas en las campañas electorales de Perú (2016) y Bolivia (2019).
Date
2021
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Abstract
Esta investigación se enfoca en el análisis de los memes utilizados en las campañas electorales de Perú (2016) y Bolivia (2019) en Facebook con el objetivo de identificar sus características y las reacciones más notables. Al respecto, se analizó un total de 80 memes, que fueron utilizados durante estas campañas y se aplicó una encuesta a 300 ciudadanos cuyas edades fluctúan entre 18 a 45 años. De acuerdo a los resultados, las categorías estudiadas resaltan el prestigio/desprestigio de los candidatos, la calidad política desde el punto de vista de figuras y partidos; la falencia de los mensajes de estos aspirantes; la identificación del candidato con la cultura de su país; y, su capacidad intelectual. En cuanto a lo recogido en las encuestas, es el segmento más joven y con menor nivel educativo, en ambos países, el que otorga mayor importancia a los memes como estrategia política.
This research analyses memes in the context of electoral campaigns of Peru (2016) and Bolivia (2019) on Facebook in order to identify their main features and the most remarkable reactions. Then, we analysed a purposeful sample of 80 memes shared in the course of the aforementioned campaigns and a survey was applied to 300 citizens between 18 and 45 years old in both countries. The study shows that the main features identified highlight the candidates' prestige/discredit, the political quality from the point of view of main players and political parties, the triviality of nominees' messages, the self-identification of nominees with his or her country’s culture, and his or her brainpower. Finally, according to the surveys, the youngest and least educated populations in both countries are the ones valuing the greatest relevance to memes as a political strategy.
This research analyses memes in the context of electoral campaigns of Peru (2016) and Bolivia (2019) on Facebook in order to identify their main features and the most remarkable reactions. Then, we analysed a purposeful sample of 80 memes shared in the course of the aforementioned campaigns and a survey was applied to 300 citizens between 18 and 45 years old in both countries. The study shows that the main features identified highlight the candidates' prestige/discredit, the political quality from the point of view of main players and political parties, the triviality of nominees' messages, the self-identification of nominees with his or her country’s culture, and his or her brainpower. Finally, according to the surveys, the youngest and least educated populations in both countries are the ones valuing the greatest relevance to memes as a political strategy.
Description
Keywords
Perú, Memes políticos, Campañas electorales, Comunicación política