Ética y deontología del político influencer en Venezuela: perspectivas frente a los desafíos de la era digital

Abstract

The accelerated transition from the traditional politician to the influencer politician has significantly transformed the field of political communication in Venezuela, demanding new forms of professional ethics and deontology within communicative practices. This essay, based on the ongoing doctoral dissertation titled The Phenomenon of Communication and Marketing in the Digital Era of Electoral Campaigns in Venezuela: From the Traditional Politician to the Influencer Politician, analyzes, through a phenomenological, critical, and hermeneutic approach, the inherent challenges posed by the rise of the influencer politician amid ideological polarization, political discredit, and a profound economic crisis. The study examines the motivations that should guide this emerging political figure and the manner in which they ought to present themselves before a skeptical audience, emphasizing the social function of ethics, objectivity, inclusion, and values in the new digital environment. Utilizing a mixed-methods design, the research incorporates variables and data that quantitatively illustrate the impact and reality of the phenomenon, highlighting both social media mobilization capacity and risks related to manipulation, misinformation, and citizen disengagement. The study concludes with proposals aimed at establishing a deontological and proactive communicative praxis focused on the reconstruction of Venezuela’s democratic fabric.