Medios sociales, colapso del contexto y futuro del populismo de datos

Autores/as

Palabras clave:

Redes sociales, Medios sociales, Política computacional, Populismo, Comunicación populista, Colapso del contexto, Datificación, Microtargeting, Datos masivos, Comunicación política

Resumen

Durante las últimas décadas, el populismo se ha convertido en una de las tendencias políticas dominantes en las democracias occidentales (Mudde, 2004; 2016). Al mismo tiempo, la popularización de las plataformas digitales ha facilitado los procesos de la comunicación política, y las redes sociales se han convertido en uno de los canales favoritos para que el populismo político pueda propagar su mensaje. Partiendo de la idea de que las tecnologías computacionales permiten una expresión particular de populismo (Baldwin-Philippi, 2019), este artículo tiene como objetivo fomentar una mejor comprensión teórica sobre cómo las tecnologías de la comunicación contribuyen al éxito del populismo. Se argumenta que las características del populismo (con un enfoque hacia ‘la gente’, el conocimiento tecnológico y el camaleonismo) le permiten superar la mayoría de los obstáculos a través de las redes digitales. En particular, el populismo está en una situación ideal para lidiar con el fenómeno del colapso del contexto en las redes sociales (Boyd; Marwick, 2011). Finalmente, se argumenta que en la era de la política personalizada (Bennett, 2012), los actores populistas pueden hacer uso de los datos en tiempo real para llevar a cabo estrategias comunicativas exitosas dirigidas a audiencias masivas con el fin de construir el “yo” populista a imagen y semejanza de “la gente”. A esta forma de populismo la llamamos “populismo de datos”.

Citas

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2020-09-07

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Guerrero-Solé, F., Suárez-Gonzalo, S., Rovira, C., & Codina, L. (2020). Medios sociales, colapso del contexto y futuro del populismo de datos. Profesional De La Información, 29(5). Recuperado a partir de https://revista.profesionaldelainformacion.com/index.php/EPI/article/view/83403

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