Preferences and electoral outcomes in municipal Political campaigns in 2021: an exploratory analysis in the cases of Guadalajara and san Pedro tlaquepaque
Authors
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Edgar Ricardo Rodríguez Hernández
Universidad de Guadalajara
https://orcid.org/0000-0001-8915-218X
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Teresa Magnolia Preciado Rodríguez
Universidad de Guadalajara
https://orcid.org/0000-0003-3536-7198
Abstract
Most politicians used digital social networks in electoral campaigns to avoid contagion by COVID-19 and persuade the preferences of the electorate. Given this situation, the objective of the work is to explore the link between online and offline electoral preferences with the results of the 2021 elections in two municipal cases: Guadalajara and San Pedro Tlaquepaque. To do this, during the campaign period, electoral preferences on Facebook were monitored and four scenarios were proposed that allow exploring the possibility of a municipality being the winner in the election. The findings allow us to deduce that both online and offline electoral preferences are positively related to the official results of the municipal elections.
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