Del Scroll al Voto
Narrativas Políticas Digitales y su Efecto en la Decisión Electoral juvenil
DOI:
https://doi.org/10.62161/revvisual.v18.6033Palabras clave:
Narrativas digitales, Juventud, Decisión electoral, Comunicación política, Redes Sociales, Participación ciudadana, Etnografía digitalResumen
Esta investigación analiza los efectos simbólicos y emocionales de las narrativas políticas digitales en la decisión electoral juvenil, dentro del ecosistema político-comunicativo de plataformas como TikTok, Instagram y Facebook. Considerando un enfoque cualitativo, con diseño hermenéutico-etnográfico digital, se indagan las formas en que los jóvenes interpretan discursos electorales virales y construyen sentido político. Los hallazgos evidencian una apropiación crítica de contenidos emocionales y paródicos, donde el voto se configura más como acto identitario que deliberativo. El estudio aporta que, aunque los candidatos lograron captar atención, sus mensajes no generaron credibilidad sostenida; se requieren narrativas auténticas, coherentes y emocionalmente genuinas.
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