Exposición de candidatos a la presidencia de la república en redes sociales y la influencia en la percepción de los electores en las elecciones del 2023

Abstract

The present research analyzes the influence of social media on voters' perception during the 2023 presidential elections in Ecuador, focusing on the cases of candidates Luisa González and Daniel Noboa. The study addresses how these digital platforms have transformed political communication through strategies that combine entertainment, emotional content, and political messages. The theoretical framework highlights the contributions of authors such as Manuel Castells, Erving Goffman, and Harold Laswell, who provide perspectives on social interaction, perception, and mass communication techniques in the digital age. The methodology combines quantitative and qualitative approaches, with content analysis based on categories such as message type, tone, and level of interaction on key platforms like TikTok and Instagram. The research is based on the contributions of various authors who have studied political communication and the influence of the media on public opinion. Manuel Castells provides his perspective on the power of communication in the digital age, highlighting how social media has reshaped the relationship between politicians and citizens. Erving Goffman, through his theory of self-presentation, allows for the analysis of how candidates constructed their public image on platforms such as TikTok and Instagram. Meanwhile, Harold Lasswell offers tools for studying propaganda and the persuasive strategies used in the political sphere.