El impacto de la estrategia de comunicación política del candidato a la prefectura de Sucumbíos Yofre Poma en Facebook, en los jóvenes de Lago Agrio de 16 a 18 años, en la campaña electoral de 2023

Political communication has been part of several transformations throughout history, nowadays it is present in social networks, as a proof of adaptability and the influential factor that characterizes it. The user can express his support with a "like" or show his rejection with a "I'm angry". The objective of this research was to "Identify the political communication strategy applied in the social network Facebook by the candidate Yofre Poma and the objective it pursues". This purpose was achieved with the application of a mixed methodology, in which data was collected, interviews and surveys were applied to establish the strategies and their impact on the youth of the Lago Agrio canton. The results obtained show the importance that the candidate gave to the political campaign on Facebook, where he allocated human talent and economic resources that together with the candidate were responsible for defining the message, the target, the media and other aspects necessary to position themselves within the social network and of course achieve the triumph in the elections. In addition, it is demonstrated once again, the importance of social networks in an election campaign and how the way of doing politics evolves in the world, leaving aside the old schemes of demagogic speeches and rallies on platforms, now the physical space is replaced by an electronic device and digital media, which determines a challenge of adaptation, using valuable content and applying audiovisual resources.

• Hovedforfatter: Delgado Flores, Jacinto Javier (author)
• Format: masterThesis
• Sprog: spa
• Udgivet: 2024
• Fag: COMUNICACION; ESTRATEGIA; FACEBOOK; POLITICA
• Online adgang: https://dspace.unl.edu.ec/jspui/handle/123456789/28793