Caracterización de la estrategia discursiva de la Alcaldía de Guayaquil en redes sociales. Análisis de la crisis de mayo del 2021.

Abstract

Since her appointment as the Mayor of Guayaquil, the lawyer Cynthia Viteri has received special attention from the media and citizens on social networks During the last year and a half, this interaction was intensified by three main mediatic events: her response to the pandemic, her evident makeover, and the complaints about alleged cases of corruption in the management of the Municipality, which forced her to reinforce the communication strategy of the local government. The main objective of this research is to analyze the discursive production of the official accounts of the Mayor and the Mayor's office during the most recent period of crisis caused by the leakage of some municipal contracts to the press, between April and May 2021. Through a qualitative content analysis of the tweets that were published from both accounts, and based on the theories of Teun van Dijk, Manuel Castells, Mario Riorda, and with the contribution of five specialists in political communication and digital strategies, this research seeks to reveal how government communication operates in the midst of a crisis.