De influencer a primera dama: Mariana Rodríguez en las elecciones a la gubernatura de Nuevo León, México 2021

Authors

DOI:

https://doi.org/10.15847/obsOBS17220232152

Keywords:

encuadres mediáticos, campañas políticas, engagement, Instagram, Mariana Rodríguez, media framing, political campaigns

Abstract

Se realizó un análisis de contenido, de corte cuantitativo, sobre las publicaciones en Instagram de la influencer Mariana Rodríguez, esposa del candidato a la gubernatura, Samuel García, durante las elecciones de Nuevo León en 2021. El estudio se guía en tres preguntas referente a los elementos que lograron un mayor engagement (cantidad de likes y comentarios), el rol del perfil de Instagram de Rodríguez durante la campaña y qué encuadre político fue utilizado en mayor medida. Los resultados demuestran una tendencia hacia el encuadre de escolta (M=.58), al registrar fotos y videos de Mariana en los que aparece a un lado de su esposo y usando los logos y eslóganes de campaña; mientras que el encuadre político de juego estratégico fue el más reiterado (M=.59), al indicar la viabilidad de campaña sin emitir propuestas. Se concluye que el perfil de Instagram sirvió como una estrategia de campaña que buscó humanizar a Samuel a partir de auto representar a Mariana desde su roles tradicionales de esposa. Lo anterior en detrimento de fomentar un espacio deliberativo con propuestas de campaña que permitiera a sus seguidores decidir la dirección de su voto.

Downloads

Published

2023-06-14

How to Cite

Álvarez-Monsiváis, E., & Marañón, F. (2023). De influencer a primera dama: Mariana Rodríguez en las elecciones a la gubernatura de Nuevo León, México 2021. Observatorio (OBS*), 17(2). https://doi.org/10.15847/obsOBS17220232152

Issue

Vol. 17 No. 2 (2023)

Section

Articles

License

Copyright (c) 2023 Edrei Álvarez-Monsiváis, Felipe Marañón Observatorio (OBS*) has an academic journal profile. As such, it is dedicated to the open exchange of its contents, and freely available to individuals and institutions without charge or formal permission. Copies of this journal or articles in this journal may be distributed for research or educational purposes free of charge and without permission. Authors will not be charged for publication or submission to this journal. Authors who publish in Observatorio (OBS*) will release their contributions under the Creative Commons Attribution-NonCommercial-2.0 generic. This licence allows anyone to copy and distribute the article for non-commercial purposes provided that appropriate attribution is given - being the author the copyright holder. This journal utilizes the LOCKSS system to create a distributed archiving system among participating libraries and permits those libraries to create permanent archives of the journal for purposes of preservation and restoration. The publisher perpetually authorizes participants in the LOCKSS system to archive and restore our publication through the LOCKSS System for the benefit of all LOCKSS System participants. Specifically participating libraries may: • Collect and preserve currently accessible materials; • Use material consistent with original license terms; • Provide copies to other LOCKSS appliances for purposes of audit and repair. Fair use of a copyrighted work, for purposes such as criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research, is not an infringement of copyright. In determining whether the use made of a work in any particular case is a fair use the factors to be considered shall include: 1. the purpose and character of the use, including whether such use is of a commercial nature or is for nonprofit educational purposes; 2. the nature of the copyrighted work; 3. the amount and substantiality of the portion used in relation to the copyrighted work as a whole; & 4. the effect of the use upon the potential market for or value of the copyrighted work. The fact that a work is unpublished shall not itself bar a finding of fair use if such finding is made upon consideration of all the above factors. In accord with these provisions, the OBS journal believes in the vigorous assertion and defense of Fair Use by scholars engaged in academic research, teaching and non-commercial publishing. Thus, we view the inclusion of “quotations” from existing print, visual, audio and audio-visual texts to be appropriate examples of Fair Use, as are reproductions of visual images for the purpose of scholarly analysis. We encourage authors to obtain appropriate permissions to use materials originally produced by others, but do not require such permissions as long as the usage of such materials falls within the boundaries of Fair Use.