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arXiv · 1710.03330

Redes sociales, participaci\'on ciudadana y la hip\'otesis del slacktivismo: lecciones del caso de "El Bronco" / Social Media, Civic Engagement, and the Slacktivism Hypothesis: Lessons from Mexico's "El Bronco"

Philip N. Howard·Saiph Savage·Claudia Flores-Saviaga·Carlos Toxtli·Andres Monroy-Hernández
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Abstract

El uso de las redes sociales tiene consecuencias positivas o negativas en la participaci\'on ciudadana? La gran parte de los intentos por responder a esta pregunta incluyen datos de la opini\'on p\'ublica de los Estados Unidos, por lo que nosotros ofrecemos un estudio sobre un caso significativo de M\'exico, donde un candidato independiente utiliz\'o las redes sociales para comunicarse con el p\'ublico y rehuy\'o de los medios de comunicaci\'on tradicionales. Dicho candidato, conocido como "El Bronco", gan\'o la carrera por la gubernatura del estado al derrotar a los candidatos de los partidos tradicionales. Adem\'as, gener\'o una participaci\'on ciudadana que se ha mantenido m\'as all\'a del d\'ia de las elecciones. En nuestra investigaci\'on analizamos m\'as de 750 mil mensajes, comentarios y respuestas durante m\'as de tres a\~nos de interacciones en la p\'agina p\'ublica de Facebook de "El Bronco". Examinamos y demostramos que las redes sociales pueden utilizarse para dar cabida a una gran cantidad de interacciones ciudadanas sobre la vida p\'ublica m\'as all\'a de un acontecimiento pol\'itico. Does social media use have a positive or negative impact on civic engagement? The "slacktivism hypothesis" holds that if citizens use social media for political conversation, those conversations will be fleeting and vapid. Most attempts to answer this question involve public opinion data from the United States, so we offer an examination of an important case from Mexico, where an independent candidate used social media to communicate with the public and eschewed traditional media outlets. He won the race for state governor, defeating candidates from traditional parties and triggering sustained public engagement beyond election day. In our investigation, we analyze over 750,000 posts, comments, and replies over three years of conversations on the Facebook page of "El Bronco".

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Philip N. Howard, Saiph Savage, Claudia Flores-Saviaga, Carlos Toxtli, Andres Monroy-Hernández. 2017-10-09. Redes sociales, participaci\'on ciudadana y la hip\'otesis del slacktivismo: lecciones del caso de "El Bronco" / Social Media, Civic Engagement, and the Slacktivism Hypothesis: Lessons from Mexico's "El Bronco". https://arxiv.org/abs/1710.03330

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