Digital media has moved from the periphery to the center of electoral campaigns in recent years. The consensus among analysts is that the use of these media has had a preponderant role in the performance of the winners of a wide spectrum of electoral contests, from the United States in 2016 to El Salvador in 2019.
To understand the power of digital media in electoral campaigns, it is important to situate their use in everyday life, because the way in which people consume political information is contextualized in the broader uses they make of digital technology.
The ecosystem of digital media is very different from that of print and broadcast media, which dominated the electoral campaigns during the last century. This difference is evident in the presence that digital media have in each of the facets of everyday life.
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