Gendered dynamics of Twitter engagement: An analysis of Colombian parliamentarians during electoral and non-electoral periods

Carme Ferré-Pavia; Angie K. González González

doi:10.26441/RC24.1-2025-3691

Autores/as

Carme Ferré-Pavia Universidad Autónoma de Barcelona
Angie K. González González Universitat Autònoma de Barcelona

DOI:

https://doi.org/10.26441/RC24.1-2025-3691

Palabras clave:

Mujeres políticas, Igualdad de género política, Comunicación política, Elecciones, Twitter, Colombia

Resumen

Este estudio investiga las dinámicas de género en el uso de Twitter por parte de los congresistas colombianos durante períodos electorales y no electorales. A través de un análisis cuantitativo de 689,576 tweets recopilados en 2020 y 2022, los hallazgos revelan diferencias matizadas en el comportamiento en redes sociales entre políticos hombres y mujeres. Mientras que los hombres generalmente tienen una base de seguidores más amplia y mayores tasas de retweets durante los períodos no electorales, estas ventajas disminuyen o incluso se revierten durante las elecciones. Las mujeres muestran incrementos relativos en retweets y adquisición de seguidores durante los períodos electorales, lo que sugiere que la mayor competencia y visibilidad de estos momentos genera un terreno más equilibrado para el engagement.

Contrario a las expectativas, los hombres publican tweets con mayor frecuencia en general, pero las mujeres aumentan significativamente su actividad durante las elecciones. Estos hallazgos sugieren que las disparidades de género en la comunicación política en Twitter no son estáticas, sino contextuales, y que los períodos electorales ofrecen oportunidades únicas para que las mujeres amplifiquen sus mensajes. Si bien se requiere más investigación para explorar el papel del contenido y el comportamiento de las audiencias, este estudio resalta la compleja interacción entre género, visibilidad y engagement en la comunicación política en línea.

Métricas

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Biografía del autor/a

Carme Ferré-Pavia, Universidad Autónoma de Barcelona

Profesora titular del departamento de Medios, Comunicación y Cultura de la Universitat Autònoma de Barcelona. Es directora del grupo de investigación en Comunicación y Responsabilidad Social Comress. Autora de una docena de monografías y alrededor de cien artículos académicos. Sus campos de investigación alcanzan el estudio de las redes sociales, la ética mediática, la historia de la comunicación y la perspectiva de género. https://orcid.org/0000-0002-7258-6376, Carme.Ferre@uab.cat

Angie K. González González, Universitat Autònoma de Barcelona

Doctora en Medios, Comunicación y Cultura por la Universitat Autònoma de Barcelona y investigadora de la Universidad Externado de Bogotá, Colombia. Sus intereses de investigación se centran en los procesos electorales, la comunicación política, el liderazgo político de las mujeres y las estrategias transmedia. Desde 2013 es consultora política de instituciones sobre comunicación, políticas públicas, comunicación de crisis, marketing político y liderazgo desde la perspectiva de género. https://orcid.org/0000-0002-3248-9256, angie.gonzalez@uexternado.edu.co

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