Digital Caudillos: The Use of Social Media in Guatemalan Presidential Campaigns

Abstract

This article contributes to the scholarship on Latin American campaigning by presenting data on the use of social media by presidential candidates in Guatemala’s 2019 election, including a content analysis of more than 2,000 Facebook posts along fifteen variables. The data show that Facebook use by presidential campaigns is ubiquitous and allows campaigns to disseminate messages in non-traditional formats. Candidates use their Facebook accounts to mention issues of concern to voters and to make promises to fix the country’s problems, but offer far more slogans and vague promises than detailed policy proposals. They also rarely attack other candidates or tout their own qualifications for the presidency. The data also reveal systematic differences in campaign messaging between frontrunner and long-shot candidates.