Abstract
AbstractPolarizing rhetoric and negative tone are thought to generate more attention on social media. We seek to describe and analyze how presidential candidates in Colombia’s 2022 election deployed (de)polarizing rhetoric and tone, around what topics, and with what effects. We analyze the tweets (and corresponding engagement) of the four leading candidates during the campaign. Tone behaves as expected. Negatively worded tweets receive overall more likes and retweets, though the strength of their effect varies by candidate. Polarizing rhetoric behaves differently. Using polarizing and depolarizing rhetoric proved better than neutral messages, but using depolarizing rhetoric, generated greater engagement than its polarizing counterpart. This study suggests that the visibility of a candidate does not necessarily correspond to their greater use of Twitter, an increased deployment of polarizing rhetoric, or an emphasis on negative emotions. This article provides a glimmer of hope regarding the potential usefulness of positive uniting messages on Twitter (now X).
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
