Impacto de la propaganda electoral y marketing político de las elecciones presidenciales 2021 y 2025 en estudiantes universitarios de Chile

Abstract

This study examines the impact of electoral propaganda and political marketing on Chilean university students in the context of the 2021 and 2025 presidential elections. The main objective is to determine the extent to which this segment is influenced by the communication strategies of political parties and candidates, identifying their level of political participation, the media channels to which they are most exposed, and the factors shaping their electoral perceptions from a marketing and consumer behavior perspective. A mixed-methods approach is employed, with a predominance of quantitative descriptive analysis based on surveys applied to university students, complemented by secondary data obtained from public opinion research agencies. Additionally, a qualitative analysis of interviews, press articles, debates, and campaign materials is conducted in order to explore the discourse and strategies directed at this group. The findings indicate a preference for digital media over traditional media, a more reflective than active form of political engagement, greater responsiveness to programmatic content rather than visual propaganda, and a non-linear relationship between digital campaign investment and its perceived effectiveness.