Internet y elecciones en Latinoamérica

This article analyzes the perceptions of campaign professionals regarding the impacts of digital media on elections in Latin America, based on 54 semi-structured interviews conducted between 2020 and 2023. The findings are organized into three main themes: democratization, disinformation, and segmentation. Democratization is linked to the expansion of citizen voice and participation, as well as greater balance among the campaigns. Disinformation has shifted from a strategic resource to a disruptive factor in the electoral environment and campaign operations, and segmentation has been identified as a structural trend toward hyper-personalization driven by algorithms and big data. The study offers a Latin American perspective and highlights the voice of an actor rarely explored in discussions of digital campaigns and democracy.