Political Communication on Social Media and Its Influence on Digital User Support: An Analysis of Presidential Campaigns in Mexico, Brazil, and Colombia

Political communication on social media has reshaped the interaction between candidates and voters during electoral campaigns. This study examines the strategies employed on Instagram during the presidential elections in Mexico (2024), Brazil (2022), and Colombia (2022), applying Benoit’s functional theory of political discourse. Through the analysis of 3,287 posts, the functions of discourse (acclaims, attacks, and defenses) and the addressed themes (policy and character) are evaluated. The results of a negative binomial regression reveal that defenses increase comments by 58.6% and likes by 57.2%. Notably in the context of Instagram candidates’ direct responses to criticism (defenses) appear to foster greater audience engagement. Attacks generate more comments but reduce likes while acclaims negatively impact both metrics. Past actions enhance likes whereas future proposals diminish them. Videos prove highly effective increasing comments by 59.3% and likes by 55.5%. The originality of this study lies in its focus on three of Latin America’s major democracies, the empirical evaluation of political strategies on Instagram (a visually dominant and increasingly influential platform in politics), and a novel application of Benoit’s theory to measure discourse effectiveness in this specific digital context in Latin America. These findings suggest that Instagram’s interaction dynamics may privilege certain types of communication, such as direct confrontation or the validation of past actions, and underscore the power of multimedia content.