Discurso y estratificación en la campaña de Diana Caiza

Abstract

This study will describe the aspects contained in the discourse and stratification in the political campaign of Diana Caiza, which consist of three stages: pre-campaign, campaign and post-campaign. This has a functionalist approach as it explores the function and the relationship between the different discourses that are emitted in traditional and digital media, as well as the social structure evident between the urban and rural sector in the context of social stratification. Part of the research proposal is to analyze the discourse and stratification in Diana Caiza's campaign, which were carried out in the urban and rural sector of Ambato, through the candidate's social networks. Likewise, the elaboration of an analysis matrix is fundamental to analyze the language where power structures and relations are reflected and reproduced. Methodologically, this research opts for Critical Discourse Analysis (CDA) as a qualitative analysis strategy. Evidently the three stages of the campaign are not the same, but each of them has a purpose. In the pre-campaign the political character becomes visible, here the candidate shows the people of Ambateño her work as a councilwoman to generate confidence and her disagreement with the administration that she supported at the beginning, this to make her struggle for the people perceptible. In the campaign the work strategy is already very clear, most of her speeches are directed to women and the stratification between the urban and rural sectors is evident. In the post-campaign, at the beginning, the same discourse directed to women is handled, the same she used in the pre-campaign and campaign, but now she adds a message of union between the urban and rural sectors to generate support for her new administration and, therefore, her position as mayor of the city. It is worth mentioning that in all three stages the same discourse is used, that is, she knows her target audience, so the stratification is consistent with the strategies she used