Estrategias de los “Spin Doctors” en el video de Tiktok de Xavier Hervas

Abstract

The electoral campaign of former candidate Xavier Hervas, caused a milestone in the political history of Ecuador for his percentage in the presidential elections of 2021. Hervas being an outsider in the political field, got around 16% of votes. Within this historical event, classic and new techniques and strategies of political marketing or political communication are used, these elements are analyzed and implemented by campaign managers also known as Spin Doctors, who pull the strings to position an image and political ideology within an electoral context. The research is positioned in the field of political communication, uses a qualitative approach, with an exploratory scope; it uses as methodological and theoretical structure the study of political, ideological and critical discourse postulated by Van Dijk, from the observation of the content and the respective discourse analysis from the macro and micro level of study. Three videos from the Tiktok account of the former presidential candidate Hervas were used as a sample, these videos were chosen by the researcher's criteria. This research shows as the main strategy used, the creation of a connection with the public of the digital platform, also welcomes emotional elements to create a sense of belonging, which helps to understand that these factors are essential in the generation of political content, but this formula can not be generality for all candidates, also social networks are only a visualization tool, which must be attached to classic strategies of territory.