Before asking for votes at the polls, politicians begin to look for space in the digital conversation. Their social media posts They are aimed at building recognition and installing topics in the public conversation towards the 2027 elections, according to a measurement that analyzed the content and intention behind their messages.
An analysis of social listening, content and digital behavior developed by the tool Goooat the request of Free pressidentified that of the 30 political actors evaluated, 20 maintain publications with some aspirational component, that is, messages aimed at projecting a leadership image, country vision or ability to assume public management responsibilities.
The measurement used a score—name of the score in the study—of zero to five, which allows us to identify how present a narrative of political construction is within the publications analyzed.
The lowest level corresponds to informative, administrative or personal content, without an evident intention of political projection, while the highest level represents messages with characteristics similar to a pre-campaign, focused on building a candidacy or national leadership.
According to the results, 20 of the politicians included in the measurement recorded an average higher than three pointswhich reflects that their publications incorporate a clear aspirational narrative, with messages in which they begin to project vision, leadership or proposals on a recurring basisalthough with different levels of intensity and approaches.
What they talk about
The analysis shows that the main issues used by the public figures studied to build political identity are related to problems that have historically marked the country’s public agenda.
The corruption appears as the main narrative axis, present in the 21.5% of messages identified as aspirational. This issue is mainly used to question the political system and raise the need for changes or renewal.
The security It occupies second place as a recurring theme in the messages published during January and June, when the sample was prepared. There are the 14.2% of security-themed messages, focused on organized crime, gangs, justice and recovery of public order.
Other recurring issues are references to Government and national leadership (12.9%)the construction of a personal image based on trajectory, values or experience (12.3%) and the employment and economic development (8.6%).
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The measurement also identifies messages related to party organization, legal reforms, institutions, public services and education, as part of the narratives with which actors seek to differentiate themselves and build their conversations on social networks.
At the other extreme, there are some topics that are not addressed on a recurring basis or only some political actors decide to mention them in their content.
Among these themes of little interest in building content is Education, with narratives of opportunities and human development, of which only the 5.8% of publications address it, and with the same percentage the topics of social development and public services, focused on infrastructure and social welfare as the main axis.
The membership in political organizationsa legally permitted activity in this pre-electoral period is also one that few publications are dedicated to, with a 6.8% of the sample made with the tool Gooo.
The actors
Although the volume of publications is different between each actor, the average score allows us to observe how oriented their content is towards the construction of political leadership.
Roberto Arzu is the one who has the largest number of aspirational publications, although with a narrative that obtained on average 3.28 in the classification prepared with the tool.
In the case of Arzú, his speech attempts to construct him as a figure of rupture against the corrupt, the mafias and the traditional political system, the study concludes. It also adds messages of party organization and proposals for a strong hand in security.
Armando Castillo, He is the one who includes the most aspirational narratives in his messages, with less weight than Arzú. Castillo, leader of the Vision with Values (Viva) party, obtained an average of 3.72 in the evaluation made by Goo.
Castillo, who was a deputy during the 2020-2024 period and held the third vice presidency of Congress for two years of that legislature, focuses his narrative mainly on security, order and combating crime.
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According to the measurement, the 55.6% of the weight of your aspirational messages relates to those issues.
Second appears Sandra Torresleader of the National Unit of Hope (UNE), and three times presidential candidate, with an average of 3.6 scoring.
Torres accumulated 105 analyzed publications, of which 30 were classified as aspirational. Its main lines of positioning are related to values, family, faith and national identity, which represent 40% of the weight of their aspirational messages.
It follows Amílcar Rivera, former mayor of Mixco and currently a member of the Jaguar party, with a score of 3.58.
The measurement analyzed 214 Rivera publications, of which 19 were identified as aspirational. Its main positioning axis is security, order and combating crime, with a weight of 68.4% within that type of messages.
Rivera, like Armando Castillo, Manuel Conde and Fausto Arimany, present profiles associated with security, authority and order, including messages with critical narratives towards the crime, extortion, organized crime, police, army and recovery of state control.
Other profiles
Rudy Guzman, founder of the political party We (PPN), created in 2020 together with his wife, Nadia de León Torresobtained a score of 3.4. The measurement counted 294 publications, of which 20 were considered aspirational.
His narrative focuses mainly on security, order and combating crime, although with an aspirational weight of 25%.
With the same grade average they appear Edmond Mulet and Evelyn Morataya, both with 3.4. Mulet, with 352 publications and 15 aspirational, concentrates his speech on employment, investment and productive development. Meanwhile, Morataya, with 211 publications and 15 aspirational ones, orients its positioning towards institutional reform and the rule of law.
It also highlights Giulio Talamonti, with 313 publications and 29 aspirational, who obtained a score of 3.34. His narrative is mainly linked to institutional reforms and public policy analysis.
Hugo Pena, party founder Elephant Community and presidential candidate in 2023, recorded an average score of 3.33. Of his 542 publications, 69 were classified as aspirational.
Its positioning focuses on employment, investment and productive development, with emphasis on economic opportunities, entrepreneurship and employment generation.
Municipal management
Other actors use their experience leading local governments as a tool to build an image of administrative capacity.
That is the case of Sebastian Sierowith 1,069 publications and 24 aspirational ones, who obtained a score of 3.29. Its main narrative is related to management, works and infrastructure.
Also appears Neto Bran, with 1,538 publications and 19 aspirational, with a score of 3.05. Its content focuses on municipal management, works and infrastructure.
Along this line is also located Ricardo Quiñónezwith 483 publications, 17 aspirational and a score of 3.12.
Positioning increases
The measurement identified a sustained growth of aspirational publications during the period analyzed.
In January of this 2026, messages about national agendas and the country’s vision predominated; for Territorial routes increased in May and the positioning of political projects, while in June saw the largest reboundwith more content on leadership, criticism of the Government and proposals on security, corruption and development.
This anticipated activity on social networks poses a challenge for the Supreme Electoral Court (TSE)which must distinguish between permitted political communication and actions that could constitute early campaigning. According to specialists, digital platforms allow actors to install topics, gain recognition and build a public image before the official call for elections.