Ecuador 2021 Electoral Campaign: Comparative Analysis of the Political Communication Strategies of the Presidential Candidates

In the wake of the global pandemic, electoral campaigns have turned much more to the digital world and have become the focus of media and social media attention. In this context, the candidates for the 2021 presidential elections in Ecuador have proposed to turn the traditional and monotonous electo...

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Autor: Mina Mendoza, Arnaldo Javier
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2023
País:Ecuador
Institución:Universidad Andina Simón Bolivar
Repositorio:Revista de Comunicación y Cultura
Idioma:español
OAI Identifier:oai:revistas.uasb.edu.ec:article/3955
Acceso en línea:https://revistas.uasb.edu.ec/index.php/uru/article/view/3955
Access Level:acceso abierto
Palabra clave:Comunicación política
Twitter
candidatos presidenciales
Ecuador
estrategias electorales
redes sociales
Political communication
presidential candidates
electoral strategies
social networks
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network_acronym_str EC
network_name_str Ecuador
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dc.title.none.fl_str_mv Ecuador 2021 Electoral Campaign: Comparative Analysis of the Political Communication Strategies of the Presidential Candidates
Campaña electoral Ecuador 2021: Análisis comparativo de las estrategias de comunicación política de los candidatos a la presidencia Guillermo Lasso y Andrés Arauz en Twitter
title Ecuador 2021 Electoral Campaign: Comparative Analysis of the Political Communication Strategies of the Presidential Candidates
spellingShingle Ecuador 2021 Electoral Campaign: Comparative Analysis of the Political Communication Strategies of the Presidential Candidates
Mina Mendoza, Arnaldo Javier
Comunicación política
Twitter
candidatos presidenciales
Ecuador
estrategias electorales
redes sociales
Political communication
Twitter
presidential candidates
Ecuador
electoral strategies
social networks
title_short Ecuador 2021 Electoral Campaign: Comparative Analysis of the Political Communication Strategies of the Presidential Candidates
title_full Ecuador 2021 Electoral Campaign: Comparative Analysis of the Political Communication Strategies of the Presidential Candidates
title_fullStr Ecuador 2021 Electoral Campaign: Comparative Analysis of the Political Communication Strategies of the Presidential Candidates
title_full_unstemmed Ecuador 2021 Electoral Campaign: Comparative Analysis of the Political Communication Strategies of the Presidential Candidates
title_sort Ecuador 2021 Electoral Campaign: Comparative Analysis of the Political Communication Strategies of the Presidential Candidates
dc.creator.none.fl_str_mv Mina Mendoza, Arnaldo Javier
author Mina Mendoza, Arnaldo Javier
author_facet Mina Mendoza, Arnaldo Javier
author_role author
dc.subject.none.fl_str_mv Comunicación política
Twitter
candidatos presidenciales
Ecuador
estrategias electorales
redes sociales
Political communication
Twitter
presidential candidates
Ecuador
electoral strategies
social networks
topic Comunicación política
Twitter
candidatos presidenciales
Ecuador
estrategias electorales
redes sociales
Political communication
Twitter
presidential candidates
Ecuador
electoral strategies
social networks
description In the wake of the global pandemic, electoral campaigns have turned much more to the digital world and have become the focus of media and social media attention. In this context, the candidates for the 2021 presidential elections in Ecuador have proposed to turn the traditional and monotonous electoral contests through the digital world. The objective of this research is to analyze and rank the different political communication strategies on Twitter of the presidential candidates that had the greatest influence and prominence in the first electoral campaign within the period between December 31 and February 4. For the study, the candidates of the two main political parties were selected: on the one hand, the leader of the opposition, Guillermo Lasso. On the other, the heir to the legacy of Correismo, Andrés Arauz. From a content analysis methodology with a quantitative, qualitative, and discursive  approach, what was done was to study the political communication strategies on Twitter. It was based mainly on a study of the social network of the candidates, their level of interaction and time of the publications. Finally, the central axes of the tweets issued, and the discursive line of their publications were identified to investigate their possible target audience and what they were trying to communicate to active users on social networks.
publishDate 2023
dc.date.none.fl_str_mv 2023-02-15
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
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dc.identifier.none.fl_str_mv https://revistas.uasb.edu.ec/index.php/uru/article/view/3955
10.32719/26312514.2023.7.4
url https://revistas.uasb.edu.ec/index.php/uru/article/view/3955
identifier_str_mv 10.32719/26312514.2023.7.4
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistas.uasb.edu.ec/index.php/uru/article/view/3955/3839
dc.rights.none.fl_str_mv https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad Andina Simón Bolívar, Sede Ecuador
publisher.none.fl_str_mv Universidad Andina Simón Bolívar, Sede Ecuador
dc.source.none.fl_str_mv Uru: Revista de Comunicación y Cultura; No. 7 (2023): Comunicación Política y transición democrática; 67-84
Uru: Revista de Comunicación y Cultura; Núm. 7 (2023): Comunicación Política y transición democrática; 67-84
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spelling Ecuador 2021 Electoral Campaign: Comparative Analysis of the Political Communication Strategies of the Presidential CandidatesCampaña electoral Ecuador 2021: Análisis comparativo de las estrategias de comunicación política de los candidatos a la presidencia Guillermo Lasso y Andrés Arauz en TwitterMina Mendoza, Arnaldo JavierComunicación políticaTwittercandidatos presidencialesEcuadorestrategias electoralesredes socialesPolitical communicationTwitterpresidential candidatesEcuadorelectoral strategiessocial networksIn the wake of the global pandemic, electoral campaigns have turned much more to the digital world and have become the focus of media and social media attention. In this context, the candidates for the 2021 presidential elections in Ecuador have proposed to turn the traditional and monotonous electoral contests through the digital world. The objective of this research is to analyze and rank the different political communication strategies on Twitter of the presidential candidates that had the greatest influence and prominence in the first electoral campaign within the period between December 31 and February 4. For the study, the candidates of the two main political parties were selected: on the one hand, the leader of the opposition, Guillermo Lasso. On the other, the heir to the legacy of Correismo, Andrés Arauz. From a content analysis methodology with a quantitative, qualitative, and discursive  approach, what was done was to study the political communication strategies on Twitter. It was based mainly on a study of the social network of the candidates, their level of interaction and time of the publications. Finally, the central axes of the tweets issued, and the discursive line of their publications were identified to investigate their possible target audience and what they were trying to communicate to active users on social networks.A raíz de la pandemia mundial, las campañas electorales se han dirigido mucho más al mundo digital y se han convertido en el foco de atención de los medios de comunicación y de las redes sociales. En este contexto, los candidatos a las elecciones presidenciales de Ecuador 2021 se propusieron dar un giro a las tradicionales y monótonas contiendas electorales a través del mundo digital. El objetivo de esta investigación es analizar y jerarquizar las distintas estrategias de comunicación política en Twitter de los candidatos presidenciales que mayor influencia y protagonismo tuvieron en la primera campaña electoral, en el período comprendido entre el 31 de diciembre de 2020 y el 4 de febrero de 2021. Para el estudio, se seleccionó a los candidatos de los dos principales partidos políticos: por un lado, el líder de la oposición, Guillermo Lasso; por otro, el heredero del legado del correísmo, Andrés Arauz. A partir de una metodología de análisis del contenido con un enfoque cuantitativo, cualitativo y discursivo, la investigación se basó principalmente en un estudio de las publicaciones de los candidatos en Twitter, su nivel de interacción y el tiempo en que publicaron. Finalmente, se identificaron los ejes centrales de los tuits emitidos y la línea discursiva de sus publicaciones, para indagar sobre su posible público objetivo y qué se intentaba comunicar a los usuarios activos en redes sociales.Universidad Andina Simón Bolívar, Sede Ecuador2023-02-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.uasb.edu.ec/index.php/uru/article/view/395510.32719/26312514.2023.7.4Uru: Revista de Comunicación y Cultura; No. 7 (2023): Comunicación Política y transición democrática; 67-84Uru: Revista de Comunicación y Cultura; Núm. 7 (2023): Comunicación Política y transición democrática; 67-842631-2514reponame:Revista de Comunicación y Culturainstname:Universidad Andina Simón Bolivarinstacron:UASBspahttps://revistas.uasb.edu.ec/index.php/uru/article/view/3955/3839https://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2023-09-05T17:13:35Zoai:revistas.uasb.edu.ec:article/3955Portal de revistashttps://revistas.uasb.edu.ec/index.php/uruInstitución privadahttp://www.uasb.edu.ec/https://revistas.uasb.edu.ec/index.php/uru/oaiEcuador2631-25142631-2514opendoar:02023-09-05T17:13:35falsePortal de revistashttps://revistas.uasb.edu.ec/index.php/uruInstitución privadahttp://www.uasb.edu.ec/https://revistas.uasb.edu.ec/index.php/uru/oaiEcuador2631-25142631-2514opendoar:02023-09-05T17:13:35Revista de Comunicación y Cultura - Universidad Andina Simón Bolivarfalse
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