SERES QUE HABITAN TWITTER (X):* UNA REVISIÓN HISTÓRICA DE USUARIOS Y LÍDERES EN EL HASHTAG ELECTORAL #COLOMBIADECIDE

This research aimed to review the evolution of the dynamics of interaction and circulation of content derived from the electoral hashtag #ColombiaDecide on Twitter (now X), whose original initiative was promoted by Noticias Caracol information space. From a quantitative approach, the corpus of more than sixty thousand messages from hashtag #ColombiaDecide in 2022 was analyzed, and a content analysis methodology compared to what happened in 2015 was applied, according to an investigation that would have initially reviewed leading users, starting from the rt as a unit of analysis. From a qualitative perspective, the tag messages that were more viral in 2022 were also reviewed. The results allow us to recognize that the information strategy of hashtag #ColombiaDecide has undergone a transformation in the voices that occupy it, although the media continue to maintain an active participation in the period analyzed. The changes show that political actors and activists have managed to train themselves to influence X, and leading users classified as ‘citizens’ have been disappearing. In the 2022 electoral context, it is highlighted that the left-wing ideological trend gets a space for activism in Colombia on platform X with a virality generated from emotionality, discursively focused on change.