Resumen

ASTIGUETA, Martín Eugenio. Twitter, engagement and discourse. Quantitative and qualitative approach to the account @mauriciomacri. Inmediac. Comun [online]. 2022, vol.17, n.2, pp.35-52.  Epub 01-Dic-2022. ISSN 1510-5091.  https://doi.org/10.18861/ic.2022.17.2.3140.

This article analyzes the political communication of former Argentine President Mauricio Macri (2015-2019) on Twitter and evaluates the interaction that his users had with the content published throughout the second year of his term. In particular, the tweets are classified and systematized based on their interaction rates and the speech of the former president on Twitter and the comments of the selected sample are analyzed. To carry out the work, a theoretical-methodological triangulation is proposed that combines elements of content analysis and the theory of social discourses and allows: 1. To establish relationships between engagement rates and the content themes of presidential tweets; 2. To identify different aspects of the configuration of the enunciation device of the former Argentine president on Twitter; 3. To make an assessment of the type of content published by users in the comments, as well as analyze the interaction between them.

Palabras clave : discourse; political communication; Twitter; engagement; Macri.

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