Mecanismos discursivos empleados en campaña electoral por la candidata Diana Caiza a la alcaldía de la ciudad de Ambato y su impacto en la percepción del electorado

Abstract

The main objective of this study is to determine how discursive mechanisms were constructed during the electoral campaign of candidate Diana Caiza for the mayoral position in the city of Ambato and to analyze their impact on the perception of the young electorate. To achieve this goal, a qualitative and quantitative methodology was employed. In the qualitative approach, an analysis of the content of the speeches and messages used by the candidate in her electoral campaign was conducted, specifically on Facebook social media platform. Key elements of the discourse were examined, such as the language used, the addressed topics, the presented arguments, and the rhetorical strategies employed. On the other hand, in the quantitative approach, surveys were carried out aiming to evaluate the impact of the candidate's discursive mechanisms on the perception of the young electorate in the Communication field. These surveys collected data on the opinion and attitude of voters towards Diana Caiza's campaign. The results obtained revealed that candidate Diana Caiza employed a variety of discursive mechanisms during her electoral campaign. These include the use of clear and accessible language, the presentation of proposals relevant to the citizens of Ambato, as well as persuasive rhetorical strategies such as emotional appeal and the use of testimonials. The findings of this study indicated that the discursive mechanisms used by Diana Caiza generated a positive effect on the voters' perception towards her candidacy. Convincing speeches and relevant proposals contributed to building trust and credibility in the candidate