Aporte de la comunicación estratégica digital en figuras políticas para potenciar la imagen e identidad. Caso: Dr. Fernando Morales, concejal del Distrito Metropolitano de Quito.

Abstract

This research shows the importance and significance of the construction of the public image of a political figure, through digital tools, in order to use strategic communication to externalize and position it, in different audiences. For this, a technological convergence of digital channels such as Facebook, Twitter, Tik Tok is proposed, thus establishing a political presence in different virtual settings.