TikTok, un escenario superficial que busca profundidad: Campaña de segunda vuelta electoral en Ecuador 2021

Abstract

The central point of this investigation is to indicate how TikTok entered a world where politics was unimaginable. The rigor of a political character is to enter society as a serious person, full of values, willing to help and outside of leisure or entertainment, something totally contrary to the Chinese platform. The Covid-19 pandemic contracted a confinement and social distancing of approximately two years, which caused the electoral campaigns for the elections to the presidency of Ecuador for February in 2021 to require new strategies, new forms and new ways of transporting the message. electoral. The virtual world was the support for people during this confinement, face-to-face classes mutated to digital as well as other social contexts such as work, for example. In this case, the digital networks showed their power to quickly viralize the message, accelerating the change to the virtual was something net of the pandemic, the preparation was a setback and adapting was vital. During the second electoral round in Ecuador, both Guillermo Lasso and Andrés Arauz turned a large part of their communication strategies to digital and traditional media, but it was curious to find that TikTok, a platform that had its peak during the pandemic, the candidates through its strategists strove to be more creative and find a space in young people, which had not been approached.