The 2016 Peruvian electoral campaign on digital media

• In Event: Between Survival, Adaptation and Success: Old and New Parties in the Information Era

Abstract

The Peruvian political party's system has been characterized as collapsed and turbulent. Declining confidence in political parties, high levels of personalization, changes in the rules of the game (favorable to the creation of new parties or against the survival of them in other cases), mismanagement and crisis are some of the reasons given for this upheaval. However, parties and politicians are still there. In this scenario this paper seeks to analyze the strategies developed by parties in going online, focusing on the electoral campaign scheduled by April 10, 2016 (first round). Three parties will be analyzed, a historical one, APRA; other formed after the collapse of the political party system, Fuerza Popular (Fujimorismo), and a new party PPK (Peruano por el Kambio), founded by Pedro Pablo Kuczynski, and the most successful online in 2011. The study will analyze parties' websites and twitter accounts of leaders.

Author

• Fernando Tuesta