Propaganda and Manipulation in Mexico: A Programmed, Coordinated and Manipulative “Pink” Campaign

Abstract

Thanks to digital media communication, customers can receive targeted communications. Political actors increasingly engage in political marketing on social media in order to strengthen and propagate propaganda. There is enough evidence of a coordinated effort to spread official propaganda and imitate digital support with the aim of influencing and manipulating social media users, as well as the public opinion, primarily through official Twitter accounts and influencers on TikTok, using the Salario Rosa (Pink Salary) social program as cover. Through data mining and visualization tools, we gathered information about Tweets and TikTok videos containing the hashtag #SalarioRosa, and a variety of correlated hashtags, which is the main goal of this analysis. Our research indicates that traditional “brute force” astroturfing campaigns and a novel “mimicking conversation” tactic were employed to promote and raise awareness about political figures as well as to improve their reputation by manipulating the public opinion on social media platforms, without taking into account the negative impact on the current reality of women living in the State of Mexico, as stated in the Pink Salary for Vulnerability program.

Keywords

• political marketing
• propaganda
• astroturfing
• social media
• manipulation
• Mexico