Estrategias de comunicación transmedia en campañas políticas: Los casos de Colombia y México en las elecciones presidenciales de 2018

The objective of this study is to diagnose whether online media has permeated Latin American voting, a field of study that involves cultural studies, communication, and politics. The research compares the presidential political campaigns of candidates who competed in 2018 elections in Colombia and Mexico from the perspective of transmedia communication, which allows the expansion of a story through different platforms. The article proposes an innovative model of transmedia intermediate systems as a methodological proposal for communication in electoral scenarios in the context of the so-called culture of media convergence. The hypothesis is that transmedia content does not prevail in Latin American political campaigns. The methodology focuses on case studies of main candidates in both countries and analysis of their internet and social media content. The candidates' political discourse migrated to digital platforms but maintained the typology of traditional media, ignoring the possibilities of transmedia storytelling to encourage active participation of potential voters in the production of campaign content.