Resumen

LILOFF, Gustavo Adolfo  y  ORTEGA RUBI, María Estela. Elections in the United States: Social Representations of the Latino Vote in Favor of Trump through the Lexicometric Analysis of the Digital Press on Facebook. Entrediversidades rev. cienc. soc. humanid. [online]. 2021, vol.8, n.2, pp.99-118.  Epub 26-Feb-2024. ISSN 2007-7610.  https://doi.org/10.31644/ed.v8.n2.2021.a05.

The goal of this research was to identify the social representations of the Latino vote in favor of Trump from the analysis of the post published after the elections by the digital medium PlayGround, as well as to make explicit the explanations attributed to them. An exploratory methodology is proposed with a quantitative - qualitative sequential explanatory design. The sample consisted of 1 396 direct comments - 419 women, 890 men and 87 indeterminate -, taken from the Facebook page of the digital medium in question, under the post “Question for Latin Americans”. Different representational organizations are specified according to the gender of the participants. For men, the Latino vote towards Trump arises as a response to the perception of another Latino, undocumented or illegal, as a foreigner as an enemy, that competition that must be eliminated. While for women it arises from the Latin figure who is seen as superior for having resolved his legal status, at the same time that he is exposed with a xenophobic class vision of an exacerbated nationalism. In both cases, the fear of repeating stories of communism or socialism in their home countries becomes a strong provider of identity for the Latino voter for Trump.

Palabras llave : social representations; latin vote; social media; Trump; Iramuteq.