Fake news como estrategia de marketing político en la comunicación digital: una revisión sistemática (2018–2025) desde el enfoque PRISMA 2020
Palabras clave:
fake news, marketing político, comunicación política, desinformación, redes socialesResumen
Las fake news se han consolidado como un fenómeno central en la comunicación política contemporánea, particularmente en entornos digitales caracterizados por la polarización y la disputa por la credibilidad pública. En este estudio, el término se emplea para referirse a contenidos informativos falsos o manipulados utilizados con fines estratégicos en procesos de persuasión política. Asimismo, el concepto de marketing político se entiende como el conjunto de estrategias comunicativas orientadas a influir en percepciones, actitudes y comportamientos electorales. En la INTRODUCCIÓN, se plantea que la desinformación no solo distorsiona la información, sino que se integra en dinámicas de competencia política, amplificadas por plataformas digitales. En el MÉTODO, se realizó una revisión sistemática siguiendo el método PRISMA 2020 en Scopus (2018–2025), identificándose 176 registros y seleccionándose 51 estudios. Los RESULTADOS evidencian que las fake news funcionan como herramientas estratégicas de persuasión y deslegitimación, con impacto condicionado por la polarización, la ideología y la lógica algorítmica. En la DISCUSIÓN, se concluye que la desinformación constituye un fenómeno complejo que requiere enfoques interdisciplinarios para su comprensión.
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