El liderazgo en los partidos políticos en México como herramienta de promoción personal rumbo a las elecciones federales del 2018

Abstract

This quantitative research work was based on a content analysis, which served to define a series of elements that were used by political parties in the political videos they shared through their Twitter accounts. The study allows to identify themes, arguments and types of advertising that were used to get the attention of the electorate. It was found that the image of the party leaders was not the one that had the most presence on social networks, since in most of the publications on Twitter they sought to position the political party and not promote themselves.