Comunicación Política en Instagram: Caso Aquiles Álvarez y Jimmy Jairala

Abstract

In recent times, Instagram has become a useful tool for political communication, especially during election seasons. Due to this, this essay aims to investigate how politicians use the social media platform in this case Instagram as a means of political communication. The accounts chosen are those of Aquiles Álvarez and Jimmy Jairala, candidates for mayor of Guayaquil in the elections of February 5, 2023, as well as discourse analysis, which aims to understand the use of language, in addition to methodically studying the written, oral and audiovisual discourse presented by the candidates, in addition, it is intended to study which are the main strategies and discourses that prevailed in the 2023 Guayaquil mayoral elections. According to the respective findings, Instagram plays an important role in defining political behavior . People are more politically active in their social networks when they find attitudes that align with their own, while participation is reduced by opposing points of view. Since politicians are constantly present on social networks and can infiltrate people's daily lives, the process of disseminating information and images related to politics influences public opinion, the Instagram social network and social networks in general. facilitate this approach.