According to several analysts, this was a bland, boring presidential campaign, unable to generate the enthusiasm characteristic of a presidential race. There are various factors that could have contributed to this, and the increasingly notorious use of social networks is mentioned as a decisive element that disrupts the traditional spirit of political campaigns, turning them in some cases into parades of performances and simulations.

There is no doubt that social networks have brought with them profound changes in the way election campaigns are planned, transferring the essence of political propaganda to the digital stage; It used to be very common for candidates to make enormous efforts to make their personal campaign reach almost all the cantons in the country, trying to establish an effective connection with the voters, recalling also the political gatherings where gifted oratorical candidates spoke the advantage of winning over the citizens with their eloquence and eloquence . These scenarios have changed, which has led to the phenomenon of “jumping from the square to social networks”, in which ordinary people have the perception that they are more participatory and inclusive; Citing the case of Twitter, it is mentioned that the fact of inclusion in discussions, in comments “creates the illusion that people can influence the collective destiny and that their opinions are important”, which of course remains a simple perception.

There is no doubt, then, that social networks are nowadays the most direct way of political propaganda, because they reach millions of users without major economic investments, which is a challenge for political communication strategists. in digital media; Unlike past campaigns, the election strategy now seeks to connect with voters through digital content, with the relevant fact: “information is not valuable in the sense that it is true, but must be entertaining and “This leads to crises of discourse in the middle of the electoral contest.”

In this context, what we are trying to recreate is an easy-to-consume social media product that breaks with traditional forms of political propaganda. “Campaigns have become a show, an invasion of social networks in simple language, without much foundation, with funny videos, dancing candidates, and all as a mirror of society in which ordinary people see themselves.”

It must be clarified that the phenomenon of social networks as political propaganda occurs in most countries, so the idea that people “continue to comment on a weak joke, song, dance, phrase of controversy” is a widespread practice in these new times of dealing with politics. In any case, it’s clear that the best way to get to know a particular candidate is to find them on TikTok and see what funny things they do and say. In other words, without TikTok, there is no Presidency? (OR)