Gonzalo Sarasqueta Universidad Camilo José Cela (Spain)
Martina Universidad Camilo José Cela
Cristian Castillo Peñaherrera Universidad de Azuay (Ecuador)
Rodrigo Cordara Universidad de la República (Uruguay)
Carlos Eduardo Helfer Bejarano Universidad Austral (Argentina)
Keywords
Redes sociales, comunicación política, narración, cultura digital, medios digitales, análisis cuantitativo.
Abstract
El artículo analiza el papel de las imágenes en las campañas presidenciales de Argentina, Uruguay, Chile, Perú, Paraguay y Ecuador. Su objetivo es comprender el peso de los contenidos visuales en la comunicación política actual. La particularidad de este trabajo radica en observar cómo las campañas electorales se adaptan a la economía de la atención imperante. Es decir, cómo las diferentes fuerzas políticas innovan y transitan del paradigma textual, visual y oral extendido de la televisión al paradigma audiovisual sintético de las redes sociales. Se realizó un análisis de contenido de 15.073 publicaciones de los dos principales candidatos de cada país en X, Facebook, Instagram y TikTok, recopiladas en procesos electorales que se desarrollaron entre 2019 y 2023. Cada publicación fue codificada como unidad de análisis y se clasificaron variables relacionadas con formato, elementos visuales y reacciones positivas. El procedimiento incluyó controles metodológicos, revisiones cruzadas y análisis estadístico mediante SPSS. Los hallazgos muestran que el 66 % de los contenidos son visuales, confirmando el giro visual en la comunicación política. La fotografía es el formato más utilizado, seguida de reels y vídeos extensos, mientras que los memes representan un porcentaje mínimo. Sin embargo, los reels son el contenido que más reacciones positivas genera. TikTok e Instagram destacan como las plataformas con mayor presencia de imágenes, a diferencia de X, de origen textual. Al igual que en otras regiones, Sudamérica ha incorporado la primacía de las imágenes en sus narrativas proselitistas. Este fenómeno refuerza la centralidad de lo visual en la competencia política digital y abre nuevas líneas de investigación sobre inteligencia artificial y engagement ciudadano.
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Fundref
Este proyecto de investigación, denominado Observatorio de Narrativas Digitales (OND), fue financiado con fondos de la XI Convocatoria de Investigación de la Universidad Camilo José Cela (UCJC). Período de ejecución: diciembre de 2024- julio de 2026. Código: 10_XI_OND.
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Received: 2025-10-01 | Reviewed: 2025-10-07 | Accepted: 2025-10-08 | Online First: 2026-04-11 | Published: 2026-04-15
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Gonzalo Sarasqueta., Martina., Cristian Castillo Peñaherrera., Rodrigo Cordara., Carlos Eduardo Helfer Bejarano. (2026). Las narrativas visuales en las campañas presidenciales de Sudamérica. Comunicar, 34(85). 10.5281/zenodo.19691393