Electoral Campaigns Seen from the Approach of Emotional Connections and Their Application in the Ecuador 2021 Presidential Elections
The authors made a comparison between the process to generate, strengthen and prolong emotional connections, based above all on interpersonal contact and particular interests, and what a winning strategy implies in the framework of an electoral campaign. The basis of this comparison fell on various...
| Autores: | , |
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| 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/4095 |
| Acceso en línea: | https://revistas.uasb.edu.ec/index.php/uru/article/view/4095 |
| Access Level: | acceso abierto |
| Palabra clave: | Emociones Ecuador campañas electorales comunicación política estrategia relaciones afectivas Emotions electoral campaigns political communication strategy affective relationships |
| Sumario: | The authors made a comparison between the process to generate, strengthen and prolong emotional connections, based above all on interpersonal contact and particular interests, and what a winning strategy implies in the framework of an electoral campaign. The basis of this comparison fell on various approaches to what are affective relationships, emotional, psychological, and even economic factors involved and how these are reflected in the tactics and strategies of political organizations and their candidates in a campaign, reaching the conclusion that the emotional, supported by evidence, has greater relevance than the rational in these communication processes. |
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