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    Elementos de profesionalización en la campaña presidencial de Gustavo Petro (2022-2026)
    (Universidad EAFIT, 2023) Angarita Ospina, Juan Diego; Restrepo Echavarría, Néstor Julián
    The objective of this article is to analyze the elements of professionalization of the campaign of Gustavo Petro, president of Colombia 2022 - 2026, understanding the term as the use of strategies and tactics that prioritize the intensive use of technological innovations and mass media, with in order to captivate voters. For this purpose, the methodology (Restrepo-Echavarría, Rodríguez-Díaz and Castromil, 2018) was used, which allowed establishing the level of professionalization in the political campaign through the organizational and communicative dimensions, in which four categories were developed in which eight indicators were taken into account: “Campaign command: centralized vs. Decentralized”; "Presence of external consultants in command areas"; "Sources of autonomous financing"; "Professionalization of the campaign group"; “Paid militancy”; "Advertising insertions in mass media"; "Use of new resources"; “Support from opinion leaders”. In Colombia, electoral contests move between opinion voting and machine voting, with an increasingly preponderant role for public opinion, particularly in large urban centers. Recent campaigns have included new social actors, as well as new techniques and tools. This is the case of the participation of agents such as 'k-poppers', digital influencers, as well as alternative media. Similarly, the space occupied by social networks such as TikTok and Twitch, WhatsApp or the segmentation of direct messages via Instagram is increasingly notorious. On the other hand, new digital platforms for the registration of militants have gained space, as well as alternative sources of financing through tools such as Vaki, among others. In this context of permanent technological innovation, the main finding of the research was that the level of professionalization of the Gustavo Petro 2022 presidential campaign was medium-high (1.61).