Entre el consenso y la polarización: un análisis de los mensajes pautados en META por los principales candidatos a la presidencia de Uruguay en 2024

Purpose. The 2024 elections in Uruguay resulted in the victory of the Frente Amplio candidate, Yamandú Orsi, after five years of government by the National Party. This study examines the candidates’ messages on Facebook and Instagram, two digital platforms owned by META. Specifically, it seeks to: 1) characterize the political agenda articulated on META by each coalition; and 2) examine the extent to which political polarization was incorporated into elite strategies on digital platforms and the impact of these strategies. Methodology. In line with these objectives, a quantitative content analysis was conducted on all paid messages published on Facebook and Instagram by the Frente Amplio and the National Party during the electoral campaign. These data were analyzed in conjunction with a public opinion survey designed to identify citizens’ main concerns. Results and conclusions. The findings reveal differences between political coalitions in both posting frequency and thematic agenda. Although overall levels of polarization were relatively low, confrontational messages were nevertheless present and generated high levels of public engagement. Original contribution. This research constitutes a case study of a comparatively underexplored country that is widely recognized for the stability of its political system. The study provides evidence of the absence of a linear association between the political agenda promoted through social media advertising, the public agenda, and vote choice. Additionally, it shows that, in a context of low polarization and political stability, polarizing messages generated higher levels of engagement than policy-oriented or issue-based content.