Comunicación política y copywriting. Convergencias entre las publicaciones en Twitter de Álvaro Uribe Vélez y las técnicas de redacción publicitaria - Caso Plebiscito por la Paz en Colombia, 2016

Abstract

This thesis explores the relationship between political communication and advertising writing. Seeking particular convergences between the publications made on Twitter by the Colombian politician Álvaro Uribe Vélez in the process prior to the 2016 Plebiscite for Peace, with some techniques of advertising writing raised by experts in the discipline.

Parallels or relations are established between the messages emitted by Álvaro Uribe on the social network Twitter with the five advertising writing techniques most used by professional copywriters. With the aim of generating learning for those interested in political communication on social networks.

The corpus consists of 280 trills issued from the account of Álvaro Uribe Vélez, referring to the case study, of which 50 were selected through the convenience sampling method. As a complement, semi-structured interviews were conducted with experts in communication and digital marketing.