Crowdsourcing como estrategia de comunicación en redes sociales para la campaña electoral a la alcaldía de Ambato 2023

Abstract

The tendency to retain certain political mandates and the intention to transform the ideology of one government after another in short periods of time are some of the problems that cause instability and continuous transformations in public policies in Latin America. This problem generates mistrust in political parties or in the State itself, especially when choosing a candidate during elections. The actions and efforts of the candidates to maintain and strengthen the support of the voters have become a critical factor during the electoral period, for which it became essential to develop more effective methods and strategies that foster collaboration and transparent and honest communication between political actors. and the population. Several mandates focus their resources on digital media because they are channels that facilitate the dissemination of the message to a large number of users. Therefore, one of the strategies that adapts to this digital paradigm is crowdsourcing, which is a practice that seeks to solve a problem collaboratively. The main objective of the research project is to determine the incidence of crowdsourcing as a communication strategy in social networks. In addition, the creation of a manual that includes the most important characteristics to develop a crowdsourcing strategy in a political campaign was proposed. For the analysis of the study, a survey was carried out on the population, where the relevance of crowdsourcing in the execution of collaborative policies was determined. These results indicate the importance of collaborative politics as an essential factor when generating strategies.