Political messaging is adapting to new digital spaces. However, the power of citizens through the use of this digital spaces is still unknown. Many citizens criticize political candidates using Facebook or Twitter, others build networks in Snapchat and some others try to collaborate with candidates using Periscope or WhatsApp. This research is focused in understanding this adaptation of political message on this platforms, analyzing the case of the presidential candidate Enrique Peña Nieto (PRI) in Mexico who won the presidency with a large participation but without the support of Twitter users. After two online protests against this presidential candidate – #IamnotProletariat and #Iam132 – political image could have been undermined and voters could have thought differently. But this was not the case and despite of this, the candidate won. The challenge to understand this online protest and its link to the political message is addressed in this paper.

Sandoval-Almazan, R. (1AD). Political Messaging in Digital Spaces: The Case of Twitter in Mexico’s Presidential Campaign. In Y. Ibrahim (Ed.), Politics, Protest, and Empowerment in Digital Spaces (Vol. 6, pp. 72–90). IGI Global. https://doi.org/10.4018/978-1-5225-1862-4.ch005