Conversation and Digital Sentiment Recorded during the First Round of the 2022 Costa Rican Electoral Process

• Autores: Fontenla-Pedreira, Julia, Arce-Chaves, Laura, Maiz-Bar, Carmen
• Formato: artículo
• Fecha de Publicación: 2023
• Institución: Universidad de Piura
• Repositorio: Revista de Comunicación
• Lenguaje: español
• OAI Identifier: oai:revistas.udep.edu.pe:article/3051
• Enlace del recurso: https://revistadecomunicacion.com/article/view/3051
• Nivel de acceso: acceso abierto
• Materia: comunicación digital; comunicación política; redes sociales; elecciones; costa rica; digital communication; political communication; social networks; elections

Social networks have become essential means of communication and have modified the concept of political communication, allowing new audiences to continuously track both candidates and parties during different election processes. This paper presents a systematized study of the communication that took place in social media during the first round of the 2022 Costa Rican electoral process (February 6th). The information has been collected from the data available at the Digital Media Communication Observatory of the Universidad Latina de Costa Rica, using the social listening tools Minerva Data, Kantar IBOPE Media’s Adspend and Mention, with the objective of revealing the digital conversation trends in this campaign, an unprecedented electoral process with 25 presidential candidates. The reports from the Digital Communication Observatory show the evolution of the electorate's behavior in terms of interaction, sentiment, topics and voting intention, during the first round of the 2022 electoral process, as well as the general dynamics perceived in the social media and public web environments.