Memes y reacciones ciudadanas en las campañas electorales de Perú (2016) y Bolivia (2019)

This research analyses memes in the context of electoral campaigns of Peru (2016) and Bolivia (2019) on Facebook in order to identify their main features and the most remarkable reactions. Then, we analysed a purposeful sample of 80 memes shared in the course of the aforementioned campaigns and a survey was applied to 300 citizens between 18 and 45 years old in both countries. The study shows that the main features identified highlight the candidates' prestige/discredit, the political quality from the point of view of main players and political parties, the triviality of nominees' messages, the self-identification of nominees with his or her country’s culture, and his or her brainpower. Finally, according to the surveys, the youngest and least educated populations in both countries are the ones valuing the greatest relevance to memes as a political strategy.