MEXICO ELECTION X – The PRI’s Rebecca Black factor

Today Mexicans are going to the polls in a general election. This blog is live in the country covering the vote

As millions of people head to the voting booths, or casillas, to what extent will they have been influenced by social media and the parties’ online presence?

There are endless videos for and against all four candidates online. There are parodies, songs, criticisms and conspiracies but perhaps nothing is as surreal as the 14-year-old singer Rebecca Black declaring her support for the PRI, after being flown in by the PRI to the city of Cuernavaca, just south of the capital. This was seen as a bizarre attempt by Enrique Peña Nieto’s party to try to combat the rapid growth of the #YoSoy132 students’ movement viral success by rolling out a big YouTube name to show the party’s ‘youth touch’. It was heavily criticised and it is debatable whether or not the viral singer really knows what she signed up for:

Source: MiGueLPoRTeSMX

The use of online campaigning is a well-recognised technique in Europe and in the US but it is still a young method in Mexico. The parties have much preferred tried-and-trusted ‘wall painting’ as a way of connecting with the electorate. However, as you can see below, the governing National Action Party (PAN) has printed banners with links to this particular candidate’s Twitter and Facebook accounts. On one hand, this shows a recognition of the power of social media but, on the other hand, this will surely only be a successful venture in the cities.

The #YoSoy132 movement re-ignited the focus on an online agenda but, outside the metropolitan areas, the Mexican countryside is not really a hotbed of social media activity. With patchy connections to the Internet itself, let alone a political hashtag discussion, the drama of the online student movement has really only remained accessible to Internet-savvy voters. The results later today will show us whether or not it has had managed to move out and spread its message to the regular voter.

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