La propaganda política audiovisual de alianza país en la segunda vuelta electoral de las elecciones presidenciales de 2017 en la plataforma digital de facebook.

Abstract

The audiovisual political propaganda of Alianza País was studied on Facebook, from a mixed methodological approach. From the qualitative approach, a discourse analysis was carried out to understand the persuasive capacity of the audiovisual; and subsequently a content analysis was carried out on the official Facebook platform of Lenin Moreno, to verify, in quantitative terms, the influence of the discourse on the formation of public opinion. Political process that is possible thanks to the power of the power groups in the programming of computer networks. Facebook is conceived as a mediating element, which allows the reproduction of the discourse because it creates a link between the political interest and the desire of the spectators, through the media exposure to the ideological message. The study of the audiovisual narrative makes it possible to understand the motivation that the audience could have to exercise the electoral vote, because it builds a political character that is shaped through archetypes that make up an emotional plot. The discourse of the political propaganda of Alianza País exposes the representation of social diversity and announces that it intends to assist, through State planning, a series of needs that are considered fundamental to the formation of a just, free and egalitarian society. His proposals are articulated in an antagonistic sense that constitutes the identity-building of the spectators. The narrative on social conflict exposes the need for a revolution against capitalism and vindicates the imaginary of the political project of 21st Century Socialism, a discourse that has been influenced by the post-Marxist theoretical current.