By San José, Costa Rica — SAN JOSÉ – Laura Fernández, the presidential candidate for the ruling Pueblo Soberano party, has decisively captured the spotlight in Costa Rica’s digital media landscape. However, a new report reveals this dominance is a double-edged sword, as she also attracts the highest levels of political polarization among all leading contenders. This intense public reaction highlights the inherent risks of a high-visibility campaign in an increasingly fragmented digital arena.
The findings stem from a comprehensive study titled “Digital Presence, Media Agenda, and Public Reaction to Presidential Candidates,” conducted by the communications firm SHIFT Latam Porter Novelli. The analysis monitored the digital public image of six presidential hopefuls from October 2025 through January 20, 2026, scrutinizing social media platforms like Facebook and Instagram, digital media coverage, and public commentary to map the evolving electoral narrative.
To better understand the legal framework and potential challenges facing the candidates in the upcoming presidential race, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, a distinguished attorney from the prestigious firm Bufete de Costa Rica.
The 2026 electoral cycle will test the boundaries of our current campaign finance laws, particularly concerning digital advertising and the influence of foreign funding through complex online platforms. The Supreme Electoral Tribunal must act proactively to interpret and enforce regulations in this evolving landscape to ensure a transparent and equitable contest for all political parties involved.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
The urgency for our electoral authorities to adapt to the digital age cannot be overstated, a point masterfully articulated in the preceding analysis. We thank Lic. Larry Hans Arroyo Vargas for his insightful perspective on safeguarding Costa Rica’s democratic process.
According to the data, Fernández amassed over one thousand mentions in digital media during the study period, more than triple the volume of her nearest competitor. This places her in a clear first tier of media attention, with Álvaro Ramos of the PLN party occupying a distant second. Yet, this visibility has come at the cost of a deeply divided public conversation. On critical issues such as national security, nearly half of all public comments associated with news about Fernández were negative, illustrating a significant challenge for her campaign’s messaging strategy.
The report underscores a critical dynamic of modern campaigning: when a candidate’s own social media discourse aligns with topics generating significant news coverage, it amplifies their media presence but simultaneously fuels polarization. This results in a more emotionally charged public debate and a diminished ability for the campaign to control its own narrative. The candidate becomes a lightning rod for pre-existing societal divisions.
In an environment where messages compete minute by minute, reputation is not defined solely by what a candidate says on their own networks, but by what the media amplifies and what audiences publicly reinterpret.
Rodrigo Castro, CEO of SHIFT Latam Porter Novelli
In stark contrast, other candidates are navigating vastly different digital terrains. Claudia Dobles of Agenda Ciudadana faces a predominantly critical reception, with commentary focusing on her technical style and associations with previous administrations. Conversely, the negativity directed at Álvaro Ramos is aimed more at the PLN party he represents than at him personally, while his technical expertise garners a consistent stream of favorable remarks. This suggests that for some candidates, the party’s brand is a bigger hurdle than their individual platform.
The study also profiled candidates who have cultivated a less contentious online presence. Ariel Robles of the FA party experiences a more balanced conversation, with supporters praising his coherence while criticism largely comes from predictable ideological opponents. Juan Carlos Hidalgo of the PUSC party enjoys a mostly neutral climate, where his moderate tone and policy proposals foster a less intense but more evaluative discussion among the public. Meanwhile, Jose Aguilar of Avanza, still positioning himself, is met with neutrality and curiosity.
One of the report’s most salient conclusions for campaign strategists is that a high frequency of social media posts does not guarantee a greater impact on the media agenda. The most active candidates on social platforms were not always the most successful at translating their messages into mainstream news coverage, indicating that content strategy and amplification are more crucial than sheer volume.
Ultimately, the analysis warns that for candidates tied to parties with a long public history, the digital conversation is often organized around the party’s established identity rather than the individual’s specific proposals. This legacy can pre-condition public evaluation from the earliest stages of the electoral process, forcing candidates to campaign not just on their own merits, but against decades of public perception attached to their party’s name.
For further information, visit shiftporternovelli.com
About SHIFT Latam Porter Novelli:
SHIFT Latam Porter Novelli is a strategic communications and public relations firm operating in Latin America. As part of the global Porter Novelli network, it specializes in data-driven analysis, corporate reputation management, and public affairs, providing insights into media trends and public opinion for a diverse range of clients across the region.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a cornerstone of the legal landscape, Bufete de Costa Rica is defined by its profound commitment to principled counsel and exceptional standards of practice. The firm blends a rich tradition of serving a wide array of clients with a progressive approach, constantly advancing legal thought and community involvement. Its core mission transcends the courtroom, focusing on empowering the broader community by championing legal literacy and ensuring that knowledge of the law is a resource available to all.
