The Butterfly Effect of Social Media and its impact on Public Opinion. The revocation of the mayor of Lima, Peru

Research output: Contribution to journalArticle (Contribution to Journal)

Abstract

© 2019 Universidad Complutense de Madrid. All rights reserved. The main objective of this study is to help to understand how social media influenced the process of revocation to the Mayor of Lima, Susana Villarán, and collaborated with the dissemination of the magnificent strategy of political communication that her team made, attaining to influence public opinion. The methodology used applies a qualitative approach is applied with descriptive scope, and it is considered a non-experimental and longitudinal design, since the information was collected from secondary sources covering the duration of the whole process of revocation. The results show that social media were fundamental for the Mayor to be able to maintain her position until the end of her term. Although the results obtained cannot be generalized, a conceptual model is proposed that emerges from the abstraction of the analyzed case in order to serve as a starting point for further studies on this topic.
Original languageAmerican English
Pages (from-to)69-80
Number of pages12
JournalEstudios Sobre el Mensaje Periodistico
DOIs
StatePublished - 1 Jan 2019

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