Imagen de la mujer dentro de la política en América Latina. Análisis de los medios sociales

Abstract

Abstract: In this paper, it is analyzed how Latin American women leaders build their image through the use of social media. In politics, the image is a tool to fight, exercise and access power. The objective of the research is to determine the image promoted by political women in Latin America in social media. The techniques used were content analysis and interviews; With a representation of 18 political leaders from Latin America and 10 experts in political communication, the research was carried out between the period January - December 2019. The results show that with the techniques used it was possible to identify the qualities that a leader possesses and how they should manage their image, therefore the contribution of social media is essential so that it clearly transcends the thought of the leader. Therefore, it is concluded that women politicians, in addition to fulfilling all their obligations, must fight with stereotypes for which they are labeled for developing in a political sphere and, above all, being accepted within this environment.