THE GOVERNMENT ON X: ANALYSIS OF THE CASE OF GUSTAVO PETRO IN COLOMBIA

Abstract

The current crisis in Latin America has given social media platforms a special significance, serving as a pulpit to build bridges between political ac-tors, public institutions, and the population. The work presented here aims to approach the president's digital social dialogue with citizens and identify the structures used in the message to promote ideological affiliation. This mixed-methods research had a digital corpus of 2391 messages downloaded over 91 days from Gustavo Petro's official accounts on X (formerly Twitter), Facebook, Instagram, YouTube and TikTok. The collected photos showed: quantitatively the flow of interaction of each profile, and qualitatively allowed us to analyze narrative structures, graphical information, hyperlinks, references and mentions to other profiles. The main findings include: the dual typification of a value system through narratives (themes) and discourses (meanings and contexts) to reduce skepticism and mitigate the impact of public policies aimed at social equality.