Análisis del uso de las estrategias de comunicación política en Facebook, del candidato Modesto Castillo Costa, para promover su candidatura en las elecciones del Sindicato Provincial de Choferes Profesionales de Loja, periodo febrero – mayo de 2022

This thesis focuses on the analysis of the political communication strategies employed on the Facebook platform by the candidate Modesto Castillo Costa, with the aim of promoting his candidacy during the elections of the Provincial Union of Professional Drivers of Loja, which took place in the period from February to May 2022. The study is based on an interdisciplinary approach that combines political science, communication and sociology. Quantitative and qualitative analyses of the posts on the candidate's Facebook page were conducted, as well as interviews with professional drivers in Loja to obtain a comprehensive perspective of the political communication strategies implemented. The results reveal a number of strategies used by candidate Castillo Costa, including spreading his platform, mobilizing voters, building a trustworthy candidate image, and responding to hot topics in the transportation industry. This study contributes to the understanding of political communication in the trade union sphere and offers valuable insights into how candidates can use social media to promote their candidacies in a local context. In addition, it provides an in-depth insight into the political dynamics in the Provincial Union of Professional Drivers of Loja during the period studied. In summary, this research sheds light on the role of social media, in particular Facebook, as a tool for political communication in union elections and offers valuable insights for academics, politicians, and communication professionals interested in this field.

• Hlavní autor: Malla Guamán, Jenny Marisol (author)
• Médium: masterThesis
• Jazyk: spa
• Vydáno: 2024
• Témata: COMUNICACION POLITICA; CANDIDATURA; ELECCIONES
• On-line přístup: https://dspace.unl.edu.ec/jspui/handle/123456789/28817