Propaganda política de los candidatos a la presidencia de la república del Ecuador, Guillermo Lasso y Andrés Arauz en las plataformas digitales de Twitter y Tik Tok

Abstract

The political advertising of Guillermo Lasso and Andrés Arauz gave rise to a new communication stage between young people and adults, who mostly felt the political context that occurred in the second round of elections in 2021. Likewise, in this paper the content published on Twitter is analyzed. and Tik Tok, to identify what type of message the candidates gave and which was the one that was most welcomed by Ecuadorians. On the other hand, it is identified if the propagandistic principles of Joseph Goebbels are still valid today and if these principles exist in the different virtual spaces of Lasso and Arauz. The research shows that new technologies and their constant use have provided a new landscape for political communication, as it allows for better interaction with voters, thus posing new challenges for candidates, content creators and information receivers. The document begins with a theoretical construction on advertising, and then moves on to the methodology, which favors the analysis of the digital platforms Twitter and Tik Tok. It is important to know the impact generated by the content published on each platform by the candidates in order to show in the future what the challenges are for the next candidates and generations, since virtual spaces are always in constant evolution. Finally, the document presents the results obtained in the investigation, as well as the conclusions.