Tweeting Antagonism: (De)Polarizing Rhetoric and Tone in Colombia’s 2022 Presidential Campaign

Polarizing rhetoric and negative tone are thought to generate more attention on social media. We seek to describe and analyze how presidential candidates in Colombia’s 2022 election deployed (de)polarizing rhetoric and tone, around what topics, and with what effects. We analyze the tweets (and corresponding engagement) of the four leading candidates during the campaign. Tone behaves as expected. Negatively worded tweets receive overall more likes and retweets, though the strength of their effect varies by candidate. Polarizing rhetoric behaves differently. Using polarizing and depolarizing rhetoric proved better than neutral messages, but using depolarizing rhetoric, generated greater engagement than its polarizing counterpart. This study suggests that the visibility of a candidate does not necessarily correspond to their greater use of Twitter, an increased deployment of polarizing rhetoric, or an emphasis on negative emotions. This article provides a glimmer of hope regarding the potential usefulness of positive uniting messages on Twitter (now X).