Análisis de las estrategias de comunicación política de Jorge Yunda durante la campaña electoral 2019 a la alcaldía de Quito en la plataforma twitter.

Abstract

The article analyzes Jorge Yunda's political communication strategies on Twitter during the period of the electoral campaign for the mayor of Quito in 2019, based on an evaluation of the use of the different resources available on this network and the identification of the use of language, speeches and narratives in the tweets. Following this interest, the theoretical foundations of political communication strategies in electoral contests and the role of social networks in these events were reviewed. A qualitative, descriptive and exploratory research was carried out where 129 tweets published in the accounts @LoroHomero and @PanasJorgeYunda. The analysis of the discourse of these messages allowed us to respond to the research objectives and conclude that the strategy followed by Jorge Yunda during the campaign for the Municipality of Quito is coherent with the evolution of political communication in times of technological development. Twitter was used as a platform to build and publicize the image of a candidate for mayor of Quito that symbolically revitalized the south of the city and the excluded. The construction of this image was essential to generate a discourse that would attract the Quito electorate in a context of high polarization. However, the candidate did not resort to this discursive strategy of denigrating the adversary and dismissed political violence. The campaign focused on the strategic use of Twitter accounts to communicate political and programmatic ideas, as well as to personalize and humanize the candidate.