A new survey measured the impact of figures of Patricia Bullrich y Horacio Rodriguez Larreta on social networks after the “resignation” of Mauricio Macri and it produced better figures for the president of the PRO. However, the deputy Javier Miley He was the one who registered the most followers in March, relegating the leaders of Together for Change.
For the specialists of Skidded, Monitor Digital Argentino y Social News the two opposition pre-candidates “now face the challenge of winning over the voters of the opposition space, but especially, to those who were left “orphans” after the passing of the former president”. The results show discursive nuances and noticeable preferences.
In total, the study analyzed 7,418,900 Twitter mentions, 2,358 tweets, 1,411 Facebook posts, 827 Instagram posts, and 618 reels. It was done with the technique social media listening between April 2022 and March 2023.
Bullrich benefits from the “resignation” of Mauricio Macri
“Mauricio Macri’s decision not to be a presidential candidate left other Fingerprints which are already beginning to become evident”, he begins by describing the survey on the impact of the decision of the former President, who spoke of relegating his ego to favor Together for Change.
The immediate question after Macri’s statement was who would be able to capitalize on their votes and, in a more refined analysis, if Bullrich or Larreta could capture them as the pre-candidates with the best chances of prevailing in the internal cambiemita.
The study affirms that the former Minister of Security became strong on Twitter where she achieved 1,400,000 views after posting about Macri’s resignation from his candidacy. A substantial difference with the Buenos Aires president, who was viewed in the same situation by 479,500 visits beyond the fact that he has more followers.
“On Twitter, Patricia Bullrich benefited from the increase in the average number of retweets in her publications by almost 70%, after congratulating Macri on his resignation from the electoral fight. As a counterpart, in the same network, Horacio Rodríguez Larreta reduced the average number of endorsements by almost 5%, also after his pronouncements about Macri ”, say the specialists.
Facebook was also a propitious arena for Bullrich: he was close to doubling the average number of posts in the days before and after Macri’s decision, while Larreta fell by 80%. “A different panorama was experienced on Instagram, a social network in which the leader lowered the average number of likes by 20%, while the head of the Buenos Aires government suffered an even greater loss in the performance of “likes” of 34%. .”, adds the survey.
The digital reputation of Bullrich and Larreta
In this section, the PRO leader also presents better numbers than her future opponent in the Juntos por el Cambio primaries, achieving 59% support on Twitter driven by the retweets of her posts.
“The percentage reflects a recovery of the pre-candidate’s reputation that has been taking place since the end of 2022. On the other hand, Horacio Rodríguez Larreta has been trying to recover endorsement values above the average of 50% since November 2022, although with difficulty” , analyze the digital pollsters.
The election is also played in the field of semantics and the speeches of the pre-candidates present different tones. In the case of Larreta, analysts affirm that her keyword on social networks is “Together” and that there is an insistence on the message of “change” through “work” between the joint venture.
In the case of the former official of La Alianza, they affirm: “For her part, Patricia Bullrich, focuses her message in networks behind the term “force” to achieve “change” in “Argentina”, seeking to “order” the management of government with “courage” to achieve that objective”. The discursive differences are evident among the most competitive PRO candidates.
Milei’s “digital leadership” on Larreta and Bullrich
The pre-candidate for president of La Libertad Avanza was in the foreground above Rodríguez Larreta and Bullrich in terms of the interest of the users of the analyzed social networks.
According to the survey, the figure of the economist it concentrated 25.2% of interactions above the 19.6% of the Buenos Aires Head of Government and 16.6% of the president of the PRO. “In other words, during the past month, Milei managed to keep 1 out of every four interactions of Argentine users internalized by the political discussion, in the key of the electoral campaign,” reflect the analysts.
Larreta rules out splitting the Buenos Aires elections and points to separate ballots
The record shows the weight that Milei has within digital platforms, a space where politicians often respond to criticism against their colleagues or even make government announcements.
Another piece of information that supports this result is the growth in the number of followers. The survey says:The libertarian candidate added more than 81,000 new followers in March, the record since September 2022. In second place is the president of the Pro with 17,640 new followers achieved last month. In return, Horacio Rodríguez Larreta managed to get just 1,512 new people to follow him on the three networks analyzed, his lowest mark in the last 12 months.
The statistics for the third month of the year register a toning in the figure of the deputy while other studies show that he grows in the polls taking votes from the Front of All and Together for Change, without distinction of ideologies.
GI/ff
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