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

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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".

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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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Artí­culos de investigación / Research articles