La construcción de narrativas políticas en campañas electorales sudamericanas: un análisis de las redes sociales

Gonzalo Sarasqueta; Martina Ferrero; Samantha Olmedo; Erick Roberto Rojas Montiel; Cristian Castillo Peñaherrera; Rodrigo Martínez Rodríguez; Nilsa Maíz de Sotomayor; Juan Reynaldo Salinas Goytia; Ana Cecilia Ames Tineo de Saavedra

doi:10.4185/rlcs-2025-2442

Authors

Gonzalo Sarasqueta Camilo José Cela University https://orcid.org/0000-0001-6472-8672
Martina Ferrero Camilo José Cela University https://orcid.org/0009-0008-4595-4963
Samantha Olmedo Pontifical Catholic University of Argentina https://orcid.org/0009-0000-5381-4647
Erick Roberto Rojas Montiel Universidad Bernardo O'Higgins https://orcid.org/0009-0001-5370-7435
Cristian Castillo Peñaherrera University of Azuay https://orcid.org/0000-0003-0038-1483
Rodrigo Martínez Rodríguez Universidad de la República de Uruguay https://orcid.org/0000-0001-5272-2476
Nilsa Maíz de Sotomayor Universidad Columbia del Paraguay https://orcid.org/0009-0001-2289-5816
Juan Reynaldo Salinas Goytia Universidad Privada Boliviana https://orcid.org/0009-0009-4695-126X
Ana Cecilia Ames Tineo de Saavedra Esan University https://orcid.org/0009-0001-8554-5282

DOI:

https://doi.org/10.4185/rlcs-2025-2442

Keywords:

Political narratives, Election campaigns, South America, Social media, Political communication, Public engagement

Abstract

Introduction: Contemporary political communication is characterized by a “narrative turn” where politicians and parties strategically employ stories to construct identities, mobilize the masses, and legitimize their power. This study aims to analyze the frequency with which presidential candidates resort to political narratives and to assess whether the trend towards a 'narrative turn' in electoral campaigns is confirmed. Methodology A quantitative exploratory content analysis was conducted on social media posts (Instagram, X, Facebook, and TikTok) by presidential candidates in seven South American countries. Variables related to the presence of political narratives, their nature, predominant themes, and public reactions were coded. Data reliability was ensured through a rigorous coding process and inter-rater analysis. Results: The study reveals a predominance of narrative content in South American presidential campaigns, confirming the "narrative turn" in political communication. Personalized storytelling outperforms storydoing, suggesting a preference for first-person stories. Discussion: Candidates prioritize proselytizing themes, but the public shows greater interest in personalized storytelling, questioning the effectiveness of storydoing. Conclusions: The results exhibit a transformation in political communication, where narratives and images play a central role. Citizens value emotional connection and identification with candidates, posing challenges for the construction of a more informed and rational public debate.

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Author Biographies

Gonzalo Sarasqueta, Camilo José Cela University

Mr. Sarasqueta is the Director of the official Master's Degree program in Political and Business Communication issued by the Camilo José Cela University. He is also the deputy director of the scientific journal Comunicación y Hombre. Besides, he leads the Digital Laboratory of Political Narratives. He holds a Ph.D. cum laude in political science from Complutense University of Madrid (UCM, for its acronym in Spanish). His research interests are political narratives and social media. Sarasqueta won the International Visitor Leadership Program (IVLP) grant from the U.S. Department of State, as well as first prize in the PH Day contest of the Faculty of Political Science at the UCM. He co-authored the book “Ghosts of the Palace: Presidential Speechwriters of Latin America” (2022), as well as the compiler of the book “On the Ship of Cyberdemocracy: Polarization, Bias, and Mediatization in the Digital Age”.

Martina Ferrero, Camilo José Cela University

Miss Ferrero holds a degree in International Relations from the Catholic University of Argentina (UCA, for its acronym in Spanish), from which she graduated with an Honors Diploma and was awarded the UCA Scholarship for Academic Merit, Data Science (Acámica). She is currently in a Master's Degree in Economic Development and Public Policy at the Autonomous University of Madrid (UAM, for its acronym in Spanish). She is the Head of the Official Master in Digital Marketing, Communication and Social Media at the UCJC, member of the Digital Laboratory of Political Narratives, and senior Monitoring and Evaluation Analyst at ZIGLA (for its acronym in Spanish), where she has participated in multidisciplinary teams in consulting projects of national and international scope. She has served as Coordinator at the School of Politics and Government of the UCA.

Samantha Olmedo, Pontifical Catholic University of Argentina

Miss Olmedo is a public opinion consultant. She has participated in research and message positioning processes in more than 10 Argentine provinces during municipal, provincial, and national elections alongside renowned consultants. She is the coordinator of the Course in Political Narrative Writing, the Executive Program in Electoral Research and Strategy at UCA, and the Diploma in Leadership and Political Communication (Consilium Consulting, UCJC, and Cumbre CP). She is also a researcher in journalistic role performance in the Digital Laboratory of Political Narratives and in Pulsar UBA.

Erick Roberto Rojas Montiel, Universidad Bernardo O'Higgins

Mr. Rojas is an academic at the Bernardo O'Higgins University, where he specializes in strategic communications and crisis management. He is currently a Ph.D. candidate in Communications at the National University of La Plata. He has a solid background that includes Master's Degrees in Political Communication and Governance from George Washington University and in Strategic Communication issued from the Adolfo Ibáñez University. He has also completed executive programs in Strategic Communication at Georgetown University and Negotiation at the Catholic University of Chile. He has a degree in social communication from the Bernardo O'Higgins University and has trained professionals in communication strategies and organizational crisis mitigation, highlighting his commitment to educating future leaders.

Cristian Castillo Peñaherrera, University of Azuay

Mr. Castillo holds a Ph.D. in Political Science and Public Administration, as well as an official Master's Degree in Government and Public Administration, both from Complutense University of Madrid. He also holds a Master's Degree in Organizational Development and Behavior from Diego Portales University in Santiago de Chile, a higher diploma in Business Competitiveness and Associativity from University of Azuay in Cuenca, a diploma in Strategic Human Resources Management from Monterrey College, and a Bachelor's Degree in Social Communication from University of Azuay in Cuenca. He is the former Minister of the Presidency and of Public Administration of Ecuador, as well as a former advisor to the Ecuadorian government and to the Coordinating Ministry of Production, Employment, and Competitiveness and the Judiciary Council.

Rodrigo Martínez Rodríguez, Universidad de la República de Uruguay

Mr. Martínez is an assistant professor and researcher in the Department of Political Science in the School of Social Sciences and in the Political Science Teaching Group in the School of Law at the University of the Republic. He holds Master's and Bachelor's degrees in Political Science from the same institution. He is also a doctoral candidate in social sciences at FLACSO Mexico, funded by the National Council of Science and Technology (CONACYT for its acronym in Spanish,). His main areas of work are educational policies and public policy studies.

Nilsa Maíz de Sotomayor, Universidad Columbia del Paraguay

Miss Maíz is a political scientist from the Rey Juan Carlos University in Madrid. She has a Master's degree in Political Consulting from the Camilo José Cela University in Madrid. She has a Master's in Public Affairs and Governance from Columbia University of Paraguay. She has a Ph.D. in Public Law and Governance from Columbia University of Paraguay. She received the Napolitan Victory Award in the category of Academic Research of the Year, Washington, 2019. She has taught at several universities in Paraguay and abroad. She is an international speaker at the World Summit on Political Communication in countries such as Mexico, Ecuador, Argentina, and Bolivia. She is a political journalist at Radio Caritas. She is a political advisor in campaigns and the government. She was the first president of the Women Political Scientists of Paraguay. She graduated from the inaugural class of the Academy of Catholic Leaders in Paraguay.

Juan Reynaldo Salinas Goytia, Universidad Privada Boliviana

Mr. Salinas is a lawyer and a doctoral candidate in law at Complutense University of Madrid (UCM, for its acronym in Spanish), specializing in constitutional law. He holds two Master's degrees from the same university: one in Parliamentary Law, Elections, and Legislative Studies and another in Political Theory and Democratic Culture. Besides, he has a Master's degree in Image and Political Consulting from the Camilo José Cela University (UCJC, for its acronym in Spanish). He is currently a visiting professor at the Bolivian Private University (UPB, for its acronym in Spanish). His research focuses on democracy, populism, authoritarianism, presidentialism, the separation of powers, and electoral systems, as well as on political discourse, political communication, and negotiation.

Ana Cecilia Ames Tineo de Saavedra, Esan University

Miss Ames is a specialist in Strategy and Political Communication, Political and Social Marketing. She holds a Master's Degree in Communication and Corporate Identity from the International University of La Rioja (UNIR, for its acronym in Spanish) as well as a Master's Degree in Image and Political Consulting from the Pontifical University of Salamanca, Spain. She has also studied Risk and Crisis Management at the London School of Economics (LSE). She completed postgraduate studies in marketing and advertising at New York University (NYU). She has a Bachelor's degree in economics from the Pontifical Catholic University of Peru and an executive coaching certification from the International School of Coaching (TISOC) in Spain. She is a part-time lecturer of strategic and crisis communication in postgraduate programs at ESAN University in Lima, Peru.

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