Abstract

SLIMOVICH, Ana. The digital route to the presidency of Argentina. A political and hypermedia analysis of Mauricio Macri’s discourses in social networks. Dixit [online]. 2017, n.26, pp.24-43. ISSN 1688-3497.  https://doi.org/10.22235/d.v0i26.1321.

In the contemporary era, there are new modes of political discourse, product of the crisis in the mass media and the emergence of social networks. In this article, the discursiveness of Mauricio Macri's official accounts on Facebook and Twitter are analyzed, considering three phases of his political activity: the presidential pre-candidature at the end of 2010, which was later aborted; the candidature for the re-election for the Government of the city of Buenos Aires, in 2011; and the presidential campaign of 2015. The analysis is based on a methodology of discourse analysis and sociosemiotics (Verón, 1987a), and incorporates tools from hypermedia circulation theory (Carlón, 2015). It is concluded that the discourse of the 2015 campaign, in which Macri reached the presidency of Argentina, was characterized by a mix of features that cross the private and the public -in a continuity with the discursive modes of 2010 and 2011- as well as a diversification of the addressees and the incorporation of mediatic modes of argumentation, appropriation and interrelation.

Keywords : hypermedia; social networks; elections; political discourse; appropriation.

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