Colombian presidential campaign in Twitter (2018): Appropriation, communication and subjectivities: Campaña presidencial colombiana en Twitter (2018): Apropiación, comunicación y subjetividades

This study analyzes the technological appropriation, communication modes and subjectivities on Twitter during Colombian elections in 2018 by employing a multidisciplinary approach. The method employed started with a virtual ethnography that established the trends in the electoral campaign: ‘Castrochavism’, Corruption, Peace Agreements. These categories were measured by performing a content analysis of the 6.487 tweets belonging to the 5 candidates that remained in the first presidential round. A sample of 2.525 was then analysed through a multidisciplinary perspective. Results show that the candidate’s modes of communication that are mediated through technological appropriation prevent the emergence of a digital citizenship. Copyright © 2021 (Gladys Lucía Acosta Valencia, Claudia María Maya Franco, Álvaro Alfonso Acevedo-Merlano, Joseph Livingston Crawford-Visbal)