Abstract

GONZALEZ GONZALEZ, Maylin de la Caridad  and  REYES, Livia. Social perception of Cuba in digital social Facebook (January-March, 2021). ARCIC [online]. 2023, vol.12, n.31, pp. 53-70.  Epub Apr 01, 2023. ISSN 2411-9970.

The main objective of this article is to reveal the existing social perception of Cuba in the social network Facebook. For this, the ten most followed news about Cuba during the period January-March 2021 are identified. Through the analysis of discursive strategies, the persuasion techniques used by the media are identified, while, with the analysis of the interactions and the identification of opinion communities and their influential users, it is possible to identify the dominant trend in the state of opinion of Internet users. The result shows that the persuasive trend used by the media in published content is positive, especially because it responds to the development situation of Cuban anti-Covid-19 vaccines. It is shown that the media no longer have absolute persuasive control and that social networks are emotional triggers when it comes to generating opinion on different topics. The social perception of Cuba varies according to the issues to be addressed and the economic, political and cultural stereotypes that have impacted the social imaginary in different parts of the world.

Keywords : social perception; digital social networks; Cuban image; Facebook.

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