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Social media is the new source of information for youth voting in Bolivia's election

Social media is the new source of information for youth voting in Bolivia's election

Young Bolivians can influence the outcome of general elections

Doria Medina, presidential candidate, has a strong presence on social media

Social media is a source of news for more young Bolivians

By Nathalie Iriarte

The young people of the country seem to be enjoying the lively and entertaining posts made by the business magnate.

"I don’t know why but I like Him." "I see other politicians that look forced and they don’t use social media the way he uses," said Veronica Mamani (19), a first time voter.

Bolivia has a young electorate, with nearly half the population under 35 years old - 3.3 million voters. This could determine the outcome of August's general elections.

Amples Regiani is a social media expert who said that most youths and voters were undecided. Many Bolivians have become disillusioned by "dirty politics."

Experts said that engaging voters depends in part on reaching young people via social media, particularly TikTok.

Doria Medina stated in an interview that he had taken this view to heart.

"For me, millions of followers have allowed me to not only communicate, but to also listen to young people's concerns and establish a relationship with them," Doria Medina said at his luxury Hotel Los Tajibos in Santa Cruz, Bolivia, the second largest city.

Inflation at its highest level in four decades, lack of employment opportunities and fuel shortages are the top concerns for young voters.

He said that Doria Medina began her foray into the social media five years ago not out of political strategy, but more as a curiosity.

"I opened up my Twitter and Instagram account before my children even used Facebook. "During the pandemic TikTok was launched, and I heard from young people that it would be the fastest growing social network," said he.

Doria Medina is the presidential candidate of National Unity Party. His businesses include fast-food franchises, hotels and a cement company. He describes himself as centrist.

A poll conducted by Ipsos-Ciesmori on August 10, showed Doria Medina in the lead with 21,2%. She was followed by conservative candidate Jorge "Tuto", a former Bolivian President (2001-2002), and candidate for Libre Alliance, with 20%.

If either candidate wins, it would be a turning point to the right in Bolivia and bring an end to two decades of leftist government.

Andronico Rod is the last in the race, and his poor showing indicates a decline in support for candidates associated with the ruling Movement to Socialism party (MAS), according to a Ipsos/Ciesmori survey conducted in July.

Bolivia's polarized politics has been characterized by a power battle that has caused the MAS to fracture. According to polls, it won only 12% of Sunday's vote.

A runoff will be held on the 19th of October if no candidate wins. A candidate can avoid a runoff if they receive more than 40% of votes and are ahead by at least 10%.

The pollsters are predicting a second voting round, which will be the first time in Bolivian history.

Online Business Tips

Doria Medina’s humorous, chatty online content offers business advice as well as a diet and exercise plan along with campaign pledges.

Many young voters ask him about how they can become millionaires.

"I have been following him ever since he began giving advice to entrepreneurs via TikTok, because I appreciate that he speaks to us clearly so we can know what to do to our money," said Marina Rivero a 21-year old business administration student and owner of a cupcake company.

She added, "What I love... is that it's his money he uses for his campaign. He doesn't have to pay any political favors."

The number of followers on his TikTok page is 575,800. This is nearly three times the number of "Tuto", Quiroga's TikTok, which he launched just before the start date of this campaign in December.

The videos of "Tuto Quiroga" discuss his plans for the government, with dancing and jokes interspersed.

Mamani, and other young voters, say that his online presence pales compared to Doria Medina's. Her language and expressions are more appealing to young Bolivians.

His jokes and dance moves are so popular that they have gone viral across the country of 12,4 million people.

Bolivia's electorate under 35 has never known a political era apart from that shaped Evo Morales as Bolivia's first Indigenous Leader, and the current President Luis Arce who is Morales' MAS Successor, but does not seek re-election.

Morales served three terms as president between 2006 and 2019. He founded the ruling MAS Party. After a failed attempt at changing the constitution, he is not allowed to run for another term.

Saul Montano is a comedian and content creator from Bolivia. He said that Doria Medina had learned how to establish a social media presence long before the campaign.

Montano stated that it's more than just repeating political discourses, but about creating a coherent persona and format on social media, and engaging the collective imagination.

Montano stated that Doria Medina is prone to laughing off criticism. This "humanizes" him and takes him away from his pedestal as a serious politician and businessman.

Social media is the new source of information for young people around the world. Traditional news media have lost their financial support and are being eclipsed by online personalities.

According to the Institute for the Study of Journalism, in the United States more than half of those under 35 years old rely on video and social media networks as their primary source of news.

TikTok, the most popular platform in Bolivia, is used by almost half of young Bolivian voters to get their information.

Vania Sandoval, journalism professor, says that this is a worrying trend. Candidates are being interviewed online without journalistic rigor on superficial topics instead of a deeper look at the issues.

Sandoval, an instructor at UPSA in Santa Cruz de la Sierra, said, "These elections will undoubtedly be marked by misinformation."

(source: Reuters)