Biblioteca Digital de VanguardiaLópez Obrador´s political communication and leadership with his followers through Twitter on Covid-19
political communication in moments of crisis require an efficient strategy that guides the citizens on how to act correctly. Nowadays, most leaders use digital social networks as political instruments. President López Obrador is one of the politicians with the most followers (almost nine million) on...
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| Formato: | Revistas |
| Lenguaje: | Español Inglés |
| Publicado: |
Universidad Politécnica Salesiana (Ecuador)
2022
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| Acceso en línea: | https://universitas.ups.edu.ec/index.php/universitas/article/view/6365 |
| _version_ | 1782340265577545728 |
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| author | González-Rosas, Erika Lourdes Arias-Romo, Enrique Campos-Canchola, Rafael |
| author_facet | González-Rosas, Erika Lourdes Arias-Romo, Enrique Campos-Canchola, Rafael |
| author_sort | González-Rosas, Erika Lourdes |
| collection | Revista |
| description | political communication in moments of crisis require an efficient strategy that guides the citizens on how to act correctly. Nowadays, most leaders use digital social networks as political instruments. President López Obrador is one of the politicians with the most followers (almost nine million) on the digital social network Twitter. The sanitary crisis due to Covid-19 keeps producing repercussions for what has studied the communication of the Mexican president. The objective of this paper is to analyze the leadership and political communication in the Mexican president’s tweets in 2020, the first year of the Covid-19 pandemic. The communication constructs of communication, populism, charism, and strategic behavior were used to determine his political communication and leadership style. 631 tweets were analyzed by way of a qualitative methodology and a content analysis where 104 were concerning Covid-19. The results show that president López Obrador mainly uses an informative-communication style about his management with populist features. The paper concluded that the Mexican president didn´t use Twitter as an informative strategy for the health emergency which is the opposite of effective leadership and political communication during the crisis, either as a correct political instrument. In addition, adapting his style to the circumstances may be recommended. |
| format | Revistas |
| id | oai:revistas.ups.edu.ec:article-6365 |
| institution | Universitas |
| language | Español Inglés |
| publishDate | 2022 |
| publisher | Universidad Politécnica Salesiana (Ecuador) |
| record_format | ojs |
| spelling | oai:revistas.ups.edu.ec:article-63652022-10-12T12:51:10Z López Obrador´s political communication and leadership with his followers through Twitter on Covid-19 Comunicación y liderazgo político de López Obrador con sus seguidores a través de Twitter durante el Covid-19 González-Rosas, Erika Lourdes Arias-Romo, Enrique Campos-Canchola, Rafael Leadership communication Covid-19 pandemic Twitter president AMLO Mexico Liderazgo comunicación Covid-19 pandemia Twitter presidente AMLO México political communication in moments of crisis require an efficient strategy that guides the citizens on how to act correctly. Nowadays, most leaders use digital social networks as political instruments. President López Obrador is one of the politicians with the most followers (almost nine million) on the digital social network Twitter. The sanitary crisis due to Covid-19 keeps producing repercussions for what has studied the communication of the Mexican president. The objective of this paper is to analyze the leadership and political communication in the Mexican president’s tweets in 2020, the first year of the Covid-19 pandemic. The communication constructs of communication, populism, charism, and strategic behavior were used to determine his political communication and leadership style. 631 tweets were analyzed by way of a qualitative methodology and a content analysis where 104 were concerning Covid-19. The results show that president López Obrador mainly uses an informative-communication style about his management with populist features. The paper concluded that the Mexican president didn´t use Twitter as an informative strategy for the health emergency which is the opposite of effective leadership and political communication during the crisis, either as a correct political instrument. In addition, adapting his style to the circumstances may be recommended. El liderazgo y comunicación política en tiempos de crisis requieren de una eficiente estrategia que guie a losciudadanos sobre cómo actuar. Actualmente, los líderes utilizan las redes sociales digitales como instrumentos políticos. El presidente López Obrador es uno de los políticos con mayor número de seguidores (casi nueve millones) en Twitter. La crisis sanitaria por Covid-19 sigue generando graves repercusiones por lo que se analizó cómo se comunicó el presidente mexicano durante esta etapa. El objetivo de la investigación fue analizar el liderazgo y comunicación política en sus tuits 2020. Se utilizaron los constructos de comunicación, populismo, carisma y comportamiento estratégico para determinar su estilo. Se analizaron 631 tuits mediante una metodología cualitativa y de análisis de contenido, de los cuales 104 estaban relacionados con el Covid-19. Los resultados muestran que López Obrador tiene principalmente un estilo de comunicación informativo sobre su gestión con características populistas y carismáticas y finalmente poco orientado al comportamientoestratégico. Se concluye que el presidente mexicano no empleó Twitter como estrategia informativa sobre la contingencia sanitaria, lo cual es contrario a un liderazgo y comunicación política eficiente durante una crisis, ni tampoco como instrumento político. Se recomienda adecuar su estilo según las circunstancias. Universidad Politécnica Salesiana (Ecuador) 2022-09-27 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/pdf application/zip text/html https://universitas.ups.edu.ec/index.php/universitas/article/view/6365 10.17163/uni.n37.2022.02 Universitas; No. 37 (2022): (September 2022-February 2023). A proposed agenda for digital communication research after the covid-19 pandemic in Iberoamerica; 43-74 Universitas; Núm. 37 (2022): (septiembre 2022-febrero 2023). Una propuesta de agenda de la investigación en comunicación digital tras la pandemia de covid-19 en Iberoamérica; 43-74 1390-8634 1390-3837 10.17163/10.17163/uni.n37 spa eng https://universitas.ups.edu.ec/index.php/universitas/article/view/6365/5854 https://universitas.ups.edu.ec/index.php/universitas/article/view/6365/5855 https://universitas.ups.edu.ec/index.php/universitas/article/view/6365/5856 https://universitas.ups.edu.ec/index.php/universitas/article/view/6365/5857 Derechos de autor 2022 Universidad Politénica Salesiana http://creativecommons.org/licenses/by-nc-sa/4.0 |
| spellingShingle | González-Rosas, Erika Lourdes Arias-Romo, Enrique Campos-Canchola, Rafael López Obrador´s political communication and leadership with his followers through Twitter on Covid-19 |
| title | López Obrador´s political communication and leadership with his followers through Twitter on Covid-19 |
| title_full | López Obrador´s political communication and leadership with his followers through Twitter on Covid-19 |
| title_fullStr | López Obrador´s political communication and leadership with his followers through Twitter on Covid-19 |
| title_full_unstemmed | López Obrador´s political communication and leadership with his followers through Twitter on Covid-19 |
| title_short | López Obrador´s political communication and leadership with his followers through Twitter on Covid-19 |
| title_sort | lópez obrador´s political communication and leadership with his followers through twitter on covid-19 |
| url | https://universitas.ups.edu.ec/index.php/universitas/article/view/6365 |