Estudio de la imagen pública del candidato presidencial Guillermo Lasso y su incidencia en la opinión pública de la juventud lojana, período: febrero - abril 2021
The present research work had as main objective to study the public image of the politician Guillermo and its incidence in the public opinion of the youth of Loja. In this way, the methodology used contemplated the use of the mixed approach based on techniques such as the survey directed to 484 youn...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2024
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| Matèries: | |
| Accés en línia: | https://dspace.unl.edu.ec/jspui/handle/123456789/29232 |
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Afegir etiqueta | Sumari: | The present research work had as main objective to study the public image of the politician Guillermo and its incidence in the public opinion of the youth of Loja. In this way, the methodology used contemplated the use of the mixed approach based on techniques such as the survey directed to 484 young people from the city of Loja, and interviews directed to a political specialist and two young people who interact in social networks. The main results determined that TikTok is a viable campaign strategy that supported the then candidate to win the elections. In addition, that campaign proposals focused on issues such as education are important for youth, likewise, that the social network allows for greater interaction with a candidate, making it easier to know their interests and needs. It is concluded, in this way, that the social network becomes a means that improves the public image of a candidate, but anchored to strategies focused on projecting what the population groups want to hear, an issue that contributed to influencing public opinion. Of lojana youth in a positive way; However, over time, Lasso's political image has deteriorated due to the lack of attention given to this population group that feels that their voice has not been heard. Keywords: political communication, Guillermo Lasso, public image, public opinion, TikTok. |
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