From influencer to first lady: Mariana Rodríguez’s Instagram posts in the campaign for governor of Nuevo León, Mexico 2021

For the present study, a quantitative content analysis was carried out on the Instagram posts of influencer Mariana Rodríguez, wife of gubernatorial candidate Samuel García, during the electoral process in Nuevo León 2021. The study is guided by three questions regarding the elements that achieved greater engagement (number of likes and comments), the role of Rodriguez’s Instagram profile during the campaign and what political framing was used the most. The results show a trend towards the escort frame (M=,58), by recording photos and videos of Mariana Rodríguez appearing next to her husband and using campaign logos and slogans; while the political frame of strategic game was the most repeated (M=,59), by indicating the viability of the campaign without issuing proposals. It is concluded that the Instagram profile served as a campaign strategy that sought to humanize Samuel García through Rodríguez´s traditional wife role. This is to the detriment of encouraging a deliberative space with campaign proposals that would allow his followers to decide the direction of their vote.