Paradigm shift in Ecuadorian political communication: social networks (instagram and tiktok) as an instrument in Ecuadorian presidential election campaigns 2021

• Autor(a) principal: Ochoa Lucas, María Elizabeth
• Data de Publicação: 2022
• Tipo de documento: Artigo
• Idioma: spa
• Título da fonte: Sapienza (Curitiba)
• Texto Completo: https://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/375
• topic: campanhas eleitorais, comunicação política, Instagram, Política 2.0, redes sociais, TikTok.; electoral campaigns, political communication, Instagram, Politics 2.0, social networks, TikTok; campañas electorales, comunicación política, Instagram, Política 2.0, redes sociales, TikTok

In this research, an analysis is carried out of the way in which political communication was conceived within the Ecuadorian presidential electoral campaign 2021, from the point of view of Politics 2.0; for which, an exhaustive review of the social networks Instagram and TikTok is presented, of publications, interactions with the public, cyber followers of the four candidates with the highest number of votes during the first round of the aforementioned elections and of the two candidates classified as the second round; where, it was possible to show that the social networks under analysis, especially TikTok, had an interesting and fundamental component for attracting votes, causing, in this way, the results to be reversed in the second round with respect to the trend obtained in the first. . In the same way, the different and most common themes among the publications of the candidates under analysis are analyzed. Based on the results obtained, the change in the paradigm of how political communication is carried out in the Ecuadorian environment can be reinforced, which, added to the economic and mobilization restrictions given by the COVID-19 pandemic, was firmly directed towards the guidelines of the well-known and defined Policy 2.0.