Pop culture and social media as strategies to connect with young voters: an analysis of the Movimiento Ciudadano 2024 electoral campaign in Mexico

Abstract

Introduction: This article analyzes how the 2024 presidential campaign of Movimiento Ciudadano in Mexico used elements of pop culture and the Internet to connect with young voters. Methodology: A qualitative and descriptive analysis of 88 communication pieces published on Instagram and TikTok was conducted. The sample was selected based on the relevance of cultural products observed from January 9 to June 5, 2024, according to pop culture characteristics. Results: Máynez’s campaign utilized memes, viral videos, and collaborations with influencers under the fosfo fosfo aesthetic, increasing visibility and engagement on social media. Although he did not win the election, he consolidated Movimiento Ciudadano as a relevant force among young people. Discussion: The study shows the active role of pop culture consumers in electoral processes. Platforms like TikTok proved to be ideal for the dissemination and construction of this culture. Conclusions: Máynez’s campaign laid the groundwork for future contests by effectively integrating elements of pop culture into political communication, highlighting the importance of social media in mobilizing young voters.