Medios nativos digitales y la opinión pública. Análisis de contenido de la campaña presidencial 2021 Ecuador

Abstract

This article established a content analysis of the social networks, specifically of the Facebook page of "Medios Ecuatorianos" regarding the process of interactions; This, through the case study of the 2021 presidential campaign in Ecuador, in recent years digital journalism, the immediacy and the ability to transmit a message in real time, without having to wait for the next edition, have promoted new communication technologies having as main characteristics their reach and immediate availability. In this sense, the existence of links between digital journalism tools is taken into account, in a context of electoral campaigns, specifically on the page "Ecuadorian Media", created in 2020 as a result of the pandemic, it has a great scope in audience and reactions; Also, these spaces allow users to express their opinions about political campaigns. Ecuadorian Media is a means of gathering news from the main communication media in Ecuador. This study takes into account the development of an analysis that seeks to address the main content characteristics of investigations related to digital journalism. It works from a multimodal analysis that makes it possible to understand the creation of journalistic practices helping to provide the collection and observation of the various publications of photographs, memes, videos and audiovisuals with a mixed qualitative-quantitative approach that includes collecting data, at the same time measure and study the content of the social network “Ecuadorian Media”.