Browsing by Author "Santillán Cabezas, Carolina Elizabeth"

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Análisis de la campaña en segunda vuelta presidencial 2023: Caso Daniel Noboa en redes sociales
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Santillán Cabezas, Carolina Elizabeth; Aguilar Rodríguez, William Fredy
The investigation focused on analyzing the social media campaign of candidate Daniel Noboa during the presidential runoff in Ecuador. The relevance of using communication strategies on digital platforms to gain recognition and effectively reach voters was highlighted. The methodology used combined qualitative and quantitative approaches in the research line of political communication. Instagram Facebook and Noboa's content was analyzed, with a sample of 116 posts, and a survey of 384 followers was conducted. The instruments used were the social media tab and a survey guide. The research was based on systematic data collection, where the frequency and content of publications were considered key variables. The qualitative approach explored the speech used by the politician, while the quantitative analysis revealed patterns and trends throughout the campaign. The findings highlighted an effective strategy focused on social and economic issues, supported by his wife's Instagram presence and strategic use of videos. The importance of combining digital strategies with territory tactics for effective communication and a greater reach among voters was underlined. This study not only contributes to the understanding of the relationship between politics and social networks, but also offers a solid methodology for future research in this field, evidencing the importance of combining qualitative and quantitative analysis in the context of social networks to understand digital campaign strategies