Does Political Marketing Represent a Threat to Latin American Democracy?

A Comparative Study between Mexico and El Salvador

Abstract

The impact of social media has transformed both everyday life and politics on a global scale. From events such as the Arab Spring to the disruption of a Donald Trump rally, these platforms have demonstrated their power and influence over citizens. In this context, political communication is closely intertwined with its commercial dimension, known as political marketing, which has ceased to be merely a tool for dissemination and has become a central strategic mechanism for gaining power, shaping public perception, and exercising governance. Cases like that of Donald Trump, and tools such as the Volfefe Index (which measures the financial impact of his tweets), illustrate how leaders’ messages on social media can affect various aspects of social life. This research focuses on the role of political marketing in democratic processes and its impact on government transparency and citizens’ informed decision-making. In Latin America, the case of Nayib Bukele, president of El Salvador, stands out. He has consolidated his leadership through an intense digital strategy based on political marketing, the use of social media, and direct collaboration with influencers. This phenomenon serves as a reference for analyzing the potential emergence of similar political figures in Mexico and their influence on democratic processes. The present study seeks to understand how political marketing affects the relationship between political actors and citizens, and highlights the importance of developing regulatory frameworks that prevent the harmful effects of social media and promote an informed citizenry.