Exploring persuasion and emotions: an analysis of Samuel García Sepúlveda's electoral campaign in the year 2021.

Abstract

This study examines the electoral campaign of Samuel García Sepúlveda for the governorship of Nuevo León in 2021, using the hypodermic needle theory and digital political marketing. Persuasive and emotional tools that contributed to the victory of the candidate of the Citizen Movement Party (MC) are analyzed. The research, of an interpretive nature, is based on data collected from Redalyc, Web of Science, Science Direct and the Digital Library of the National Autonomous University of Mexico. It is concluded that emotional political communication on social networks and the lack of an informed vote were determining factors in García's election. It is suggested to study the persuasive messages used in electoral campaigns in Mexico since 2000 as a reference for future elections.