Estrategias de comunicación basadas en voto ideológico y voto de rendimiento de las campañas electorales de los candidatos a las alcaldías de los municipios de nemocón, cogua y zipaquirá́ Cundinamarca para el periodo electoral 2023

Abstract

The research project focuses on analyzing the communication strategies used by mayoral candidates in Nemocón, Cogua, and Zipaquirá, Cundinamarca, during the 2023 elections. It examines how political marketing through social media has transformed traditional practices and how strategies have been designed to influence both ideological and performance-based voting. A descriptive comparative linguistic approach was used to analyze messages posted on Facebook by nine candidates between July and October 2023.The results reveal strategic diversification among the candidates in both ideological and performance-based voting dimensions, showing their adaptation to audience preferences. The strategic use of keywords to generate empathy and connection with the electorate is highlighted, as well as the lexical range employed to convey effective messages.The study acknowledges the growing importance of social media in political campaigns and the need to balance the promotion of emotional and rational voting. Over 100 posts were analyzed in total, underscoring the fundamental role of social platforms in persuasion and voter engagement.