“Análisis de la imagen política de Jorge Yunda durante la campaña electoral 2019”

Abstract

The following academic article analyzes the characteristics that the campaign of Jorge Yunda had in social networks during the electoral campaign to become the mayor of the city of Quito in 2019 and that had a major influence in the eventual victory of this candidate. The objective of this communicational article is to comprehend the effect that the use of social media, Twitter and Facebook, as means of transmission of the candidate proposals, and thus, attract voters that helped in the political campaign. To analyze this aspect of the campaign, the posts with the largest quantity of interations by the audience in social media were determined. For the investigation, a qualitative approach is used based in the faceted image analysis technique of Shiyali Ramamrita Ranganathan. This tecnique allows to identify on the content of social networks the characters that are promoted, the idea or proposals that come with it, the reaction by part of the users and the possible intentionality that these messages might have. In conclusion, the posts in both social networks had as a priority to introduce Jorge Yunda as a character that distinguished itself from the rest of candidates for being someone open to dialogue, close to the people of Quito, outgoing, optimist and with a priority for themes such as the animal fauna of the city and movility. This is evidenced in the messages charged with humour on Twitter or the publications on Facebook that tackle the the role of the candidate’s pets in his image.