Work

Tweeting Antagonism: (De)Polarizing Rhetoric and Tone in Colombia’s 2022 Presidential Campaign

Year: 2024

Type: article

Abstract: Polarizing rhetoric and negative tone are thought to generate more attention on social media. We seek to describe and analyze how presidential candidates in Colombia’s 2022 election deployed (de)polarizing rhetoric and tone, around what topics, and with what effects. We analyze the tweets (and corresponding engagement) of the four leading candidates during the campaign. Tone behaves as expected. Negatively worded tweets receive overall more likes and retweets, though the strength of their effect varies by candidate. Polarizing rhetoric behaves differently. Using polarizing and depolarizing rhetoric proved better than neutral messages, but using depolarizing rhetoric, generated greater engagement than its polarizing counterpart. This study suggests that the visibility of a candidate does not necessarily correspond to their greater use of Twitter, an increased deployment of polarizing rhetoric, or an emphasis on negative emotions. This article provides a glimmer of hope regarding the potential usefulness of positive uniting messages on Twitter (now X).

Source: Latin American Politics and Society

DOI: 10.1017/lap.2024.14

Authors: Laura Gamboa, Sandra Botero, Lisa Zanotti

Institutions: University of Utah, Universidad del Rosario, Universidad Diego Portales

Language: English

Topic: Social Media and Politics

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,450

Funders: Agencia Nacional de Investigación y Desarrollo, Centro de Estudios de Conflicto y Cohesión Social, Fondo de Financiamiento de Centros de Investigación en Áreas Prioritarias