Uso de la red social digital facebook como canal de comunicación en la campaña política 2017 para designación de Asambleistas por Chimborazo

Abstract

Web 2.0, from the presidential elections of 2006, marked in Ecuador the beginning of a milestone in political communication, at the national level and subsequently local scenarios. The new platforms, provided by the Internet, opened an alternative channel for the dissemination of information and propaganda; and, thus, that the digital social network Facebook has been established in an ideal space for campaign managers to try to capture the electorate through this digital space. This research shows the growing acceptance of Facebook in all the target groups of Chimborazo, as well as the possibility of using the platform as an alternative communication channel for political campaigns, in addition to traditional media. Objectives are established to analyze the impact of the digital social network and the propaganda actions of the four candidates that won a seat in the National Legislative Assembly. The conclusions undoubtedly acknowledge that Facebook in all age groups is the social network most used in Ecuador, but we are still far from reaching the concept of the professional use of this tool as an alternative channel of communication in political campaigns, in the provincial scenarios.