ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021
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Data de Publicação: | 2022 |
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Tipo de documento: | preprint |
Idioma: | spa |
Título da fonte: | SciELO Preprints |
Texto Completo: | https://preprints.scielo.org/index.php/scielo/preprint/view/4555 |
Resumo: | The article contains an analysis of the speech of the candidate Andrés Arauz in the electoral campaign for the Presidency of Ecuador in 2021 through the TikTok social network, from November 2020 - April 2021. Its objective is to disseminate the research and results obtained regarding candidate Arauz's use of this social network in the last electoral contest. The research is based on a qualitative-quantitative methodology; in applying techniques such as document review and content analysis. It is analyzed two moments, the campaign for the first electoral round and the campaign for the second electoral round. The result shows that, in the first instance, who was talked mostly about was the candidate as the central axis. At the same time, in case two, a significant change was evidenced since the political party of the presidential candidate would have been incorporated into the same extent within the message and to the Ecuadorian people, leaving the issue of Arauz as a candidate in the background. Among the main findings, it was found that the message was sought to be transmitted through content that would allow it to reach a young audience but without a balance in content production. |
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ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021ANÁLISIS DEL DISCURSO DE ANDRÉS ARAUZ EN TIKTOK DURANTE SU CAMPAÑA PRESIDENCIAL 2021 ANÁLISE DO DISCURSO DE ANDRÉS ARAUZ NO TIKTOK DURANTE SUA CAMPANHA PRESIDENCIAL 2021Comunicaçãodiscursocampanha eleitoralAndrés ArauzTikTokCommunicationdiscourseelection campaignAndrés ArauzTikTokComunicacióndiscursocampaña electoralAndrés ArauzTikTokThe article contains an analysis of the speech of the candidate Andrés Arauz in the electoral campaign for the Presidency of Ecuador in 2021 through the TikTok social network, from November 2020 - April 2021. Its objective is to disseminate the research and results obtained regarding candidate Arauz's use of this social network in the last electoral contest. The research is based on a qualitative-quantitative methodology; in applying techniques such as document review and content analysis. It is analyzed two moments, the campaign for the first electoral round and the campaign for the second electoral round. The result shows that, in the first instance, who was talked mostly about was the candidate as the central axis. At the same time, in case two, a significant change was evidenced since the political party of the presidential candidate would have been incorporated into the same extent within the message and to the Ecuadorian people, leaving the issue of Arauz as a candidate in the background. Among the main findings, it was found that the message was sought to be transmitted through content that would allow it to reach a young audience but without a balance in content production.El artículo analiza el discurso del candidato Andrés Arauz en la campaña electoral para la Presidencia del Ecuador del 2021 a través de la red social TikTok, durante noviembre 2020-abril 2021. Su objetivo es difundir la investigación y los resultados obtenidos respecto a la utilización de esta red social por parte del candidato en la última contienda electoral. La investigación se basa en una metodología cuali-cuantitativa, en la aplicación de técnicas como la revisión documental y el análisis de contenido y en el análisis en dos momentos, la campaña para la primera vuelta electoral y la campaña para la segunda vuelta electoral. El resultado evidencia que, en primera instancia de quién más se hablaba era del candidato como principal eje, mientras que en el caso dos se evidenció un cambio significativo puesto que se habría incorporado, en igual medida dentro del mensaje, al partido político del presidenciable y al pueblo ecuatoriano, dejando en segundo plano el tema de Arauz como candidato. Entre los principales hallazgos se encontró que se buscó transmitir el mensaje a través de contenidos que le permitieran llegar al público joven, pero sin un equilibrio en la producción de contenidos.O artigo analisa o discurso do candidato Andrés Arauz na campanha eleitoral para a Presidência do Equador em 2021 por meio da rede social TikTok, durante novembro de 2020 a abril de 2021. Seu objetivo é divulgar a pesquisa e os resultados obtidos sobre o uso deste rede social pelo candidato na última disputa eleitoral. A pesquisa se baseia em uma metodologia qualitativo-quantitativa, na aplicação de técnicas como revisão documental e análise de conteúdo e na análise em dois momentos, a campanha para o primeiro turno e a campanha para o segundo turno. O resultado mostra que, no primeiro caso, quem mais se falava era o candidato como eixo principal, enquanto no caso dois evidenciou-se uma mudança significativa, uma vez que o partido político do candidato presidencial teria sido incorporado, na mesma medida dentro da mensagem, e ao povo equatoriano, deixando a questão de Arauz como candidata em segundo plano. Entre os principais achados, constatou-se que a mensagem foi transmitida por meio de conteúdos que permitissem atingir um público jovem, mas sem equilíbrio na produção de conteúdo.SciELO PreprintsSciELO PreprintsSciELO Preprints2022-08-08info:eu-repo/semantics/preprintinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://preprints.scielo.org/index.php/scielo/preprint/view/455510.1590/SciELOPreprints.4555spahttps://preprints.scielo.org/index.php/scielo/article/view/4555/8735Copyright (c) 2022 Evelin Mishell Meneses Clavijo, Alejandra María Carpio Herrerahttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessClavijo, Evelin Mishell MenesesHerrera, Alejandra María Carpioreponame:SciELO Preprintsinstname:SciELOinstacron:SCI2022-08-05T19:15:17Zoai:ops.preprints.scielo.org:preprint/4555Servidor de preprintshttps://preprints.scielo.org/index.php/scieloONGhttps://preprints.scielo.org/index.php/scielo/oaiscielo.submission@scielo.orgopendoar:2022-08-05T19:15:17SciELO Preprints - SciELOfalse |
dc.title.none.fl_str_mv |
ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021 ANÁLISIS DEL DISCURSO DE ANDRÉS ARAUZ EN TIKTOK DURANTE SU CAMPAÑA PRESIDENCIAL 2021 ANÁLISE DO DISCURSO DE ANDRÉS ARAUZ NO TIKTOK DURANTE SUA CAMPANHA PRESIDENCIAL 2021 |
title |
ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021 |
spellingShingle |
ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021 Clavijo, Evelin Mishell Meneses Comunicação discurso campanha eleitoral Andrés Arauz TikTok Communication discourse election campaign Andrés Arauz TikTok Comunicación discurso campaña electoral Andrés Arauz TikTok |
title_short |
ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021 |
title_full |
ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021 |
title_fullStr |
ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021 |
title_full_unstemmed |
ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021 |
title_sort |
ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021 |
author |
Clavijo, Evelin Mishell Meneses |
author_facet |
Clavijo, Evelin Mishell Meneses Herrera, Alejandra María Carpio |
author_role |
author |
author2 |
Herrera, Alejandra María Carpio |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Clavijo, Evelin Mishell Meneses Herrera, Alejandra María Carpio |
dc.subject.por.fl_str_mv |
Comunicação discurso campanha eleitoral Andrés Arauz TikTok Communication discourse election campaign Andrés Arauz TikTok Comunicación discurso campaña electoral Andrés Arauz TikTok |
topic |
Comunicação discurso campanha eleitoral Andrés Arauz TikTok Communication discourse election campaign Andrés Arauz TikTok Comunicación discurso campaña electoral Andrés Arauz TikTok |
description |
The article contains an analysis of the speech of the candidate Andrés Arauz in the electoral campaign for the Presidency of Ecuador in 2021 through the TikTok social network, from November 2020 - April 2021. Its objective is to disseminate the research and results obtained regarding candidate Arauz's use of this social network in the last electoral contest. The research is based on a qualitative-quantitative methodology; in applying techniques such as document review and content analysis. It is analyzed two moments, the campaign for the first electoral round and the campaign for the second electoral round. The result shows that, in the first instance, who was talked mostly about was the candidate as the central axis. At the same time, in case two, a significant change was evidenced since the political party of the presidential candidate would have been incorporated into the same extent within the message and to the Ecuadorian people, leaving the issue of Arauz as a candidate in the background. Among the main findings, it was found that the message was sought to be transmitted through content that would allow it to reach a young audience but without a balance in content production. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-08-08 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/preprint info:eu-repo/semantics/publishedVersion |
format |
preprint |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://preprints.scielo.org/index.php/scielo/preprint/view/4555 10.1590/SciELOPreprints.4555 |
url |
https://preprints.scielo.org/index.php/scielo/preprint/view/4555 |
identifier_str_mv |
10.1590/SciELOPreprints.4555 |
dc.language.iso.fl_str_mv |
spa |
language |
spa |
dc.relation.none.fl_str_mv |
https://preprints.scielo.org/index.php/scielo/article/view/4555/8735 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Evelin Mishell Meneses Clavijo, Alejandra María Carpio Herrera https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Evelin Mishell Meneses Clavijo, Alejandra María Carpio Herrera https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
SciELO Preprints SciELO Preprints SciELO Preprints |
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SciELO Preprints SciELO Preprints SciELO Preprints |
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