The impact of social media on elections: Case of Samuel García candidate for the governorship of the State of Nuevo León 2021.

Abstract

Currently, social networks are having a decisive impact on the selection that citizens make of applicants for a popularly elected position, so we will focus on analyzing their influence in the past elections to choose the position of governor in the State from Nuevo León Mexico. Historically, the media have had a preponderant impact on Mexican democracy, so it was considered convenient to analyze whether the unconventional media have managed to have the same influence as the conventional media. Likewise, consumption patterns and preferences that citizens have over the media were analyzed. Being an empirical study, developed at the beginning of the electoral campaign, it was possible to obtain significant results that demonstrate the impact of social networks in the construction and changes of perception in citizens.