Colombian Election Campaign on Twitter (2018)

Essentially the following data shows features of discourses held on Twitter regarding the last
presidential campaign in Colombia (2018) based on the agenda-setting theory. The sample
includes 62 Trending Topics and 620 tweets that were selected according to criteria of relevance
and influence. A method of systematic content analysis was applied to gather data on sources and
contents of messages. Five important findings are highlighted: 1. Traditional mass media were
mainly responsible for defining the agenda on Twitter. 2. Within the context of the agenda
outlined by the media, it was citizens who monopolized the discussion, thereby playing a key
role in topic dissemination, candidates’ visibility, framings, and assessments. 3. The main topic
of discussion was the campaign debate itself rather than programmatic measures. 4. No
correlation between the positioning and visibility of the candidates in Twitter and the electoral
results could be observed. 5. Positive/non-aggressive tones prevailed over negative/aggressive
ones.