Comunicación política y participación de los pueblos indígenas en los procesos electorales en la provincia de Tungurahua

Abstract

This research analyzes the influence of political communication on the electoral participation of Indigenous peoples in the province of Tungurahua. The study is based on Ecuador’s condition as a plurinational and intercultural State, where political communication plays a key role in democratic processes and in the inclusion of historically marginalized groups. A mixed-methods approach was applied. From a qualitative perspective, discourse analysis was conducted on political messages and audiovisual content disseminated through traditional and digital media, identifying symbolic, cultural, and narrative elements directed at Indigenous communities. From a quantitative perspective, surveys were administered to Indigenous participants to identify media exposure, perceptions of cultural respect in political messages, and factors influencing voting decisions. The findings show that political communication significantly influences electoral participation when it incorporates cultural, identity-based, and community-related elements. Social media and community spaces were identified as key channels for political dissemination and citizen engagement. However, the results also reveal limitations related to the lack of consistent intercultural political communication. The study concludes that culturally appropriate political communication promotes citizen participation and strengthens local democracy, highlighting the need for inclusive and intercultural communication strategies.