Fourth time’s a charm. The electoral campaign of Keiko Fujimori and the challenge of transitioning toward a government communication strategy

Abstract

The aim of this note is to analyze, from a political communication perspective, the runoff campaign of Peru’s 2026 general elections, in which Keiko Fujimori, leader of Fuerza Popular, was elected president by a margin of 49,641 votes over her opponent, Roberto Sánchez, of Juntos por el Perú.The analysis draws on a qualitative and descriptive study based on documentary sources and social media content related to the runoff campaign conducted between April and June 2026. The campaign was characterized by high levels of affective and ideological polarization, largely shaped by the candidates’ contrasting political profiles: Fujimori was portrayed as a guarantor of order through a tough-on-crime approach, whereas Sánchez was depicted as a political successor to former President Pedro Castillo.The findings also revealed predominantly favorable media coverage of Fujimori, alongside a digital environment overrun by disinformation. Her electoral victory can be interpreted as the convergence of a security agenda historically associated with her political image, a politically weakened opponent, and an asymmetric media ecosystem. Finally, during her first 80 days in office, Fujimori’s presidential communication has demonstrated continuity with this campaign style, relying on social media platforms such as TikTok and drawing on the so-called «Bukele model» of combating crime.