Examinando por Materia "Identidad territorial"

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    La personalización de la política en Antioquia : análisis de la estrategia digital de Andrés Julián Rendón en Instagram durante la campaña a la gobernación de Antioquia (2023-2027)
    (Universidad EAFIT, 2026-04-27) Quiñones Villegas, Laura; Restrepo Echavarría, Nestor Julián
    This study analyzes the personalization of politics in Antioquia through Andrés Julián Rendón's digital strategy on Instagram during his campaign for the Governorship of Antioquia for the 2023–2027 term. The research was conducted between January and October 2023, during which 97 reels were examined, selected based on their reach, interactions, and thematic relevance. Although the initial design contemplated 10 pieces per month, the consolidated sample comprised 97 publications, organized into categories of narrative, analytics, image, and interaction. The findings reveal a marked digital personalization of leadership, reflected in the centrality of the candidate, the repeated use of the slogan “Por Antioquia Firme,” the creation of a distinctive visual identity, and the partial subordination of the party to the aspirant's image. In addition, a confrontational strategy was identified, focused against the so-called Petroquinterismo, a term used during the campaign to associate the outgoing mayor of Medellín, Daniel Quintero, with the political project of President Gustavo Petro. Thus, the campaign projected the candidate as a defender of Antioquia against external and internal adversaries, reinforcing the emotional and symbolic dimensions of his leadership. The study demonstrates that Instagram served not only as a channel of dissemination but also as a setting for the symbolic construction of leadership, where territorial narratives, emotionality, images, and audience interaction strengthened the personalization of politics at the subnational level. Therefore, this research contributes to understanding the contemporary transformations of political communication in Colombia and how social media reconfigures the relationship between the candidate, the party, and the electorate.