La construcción de solidaridad de la Cruz Roja Ecuatoriana, con las piezas comunicacionales publicadas en las redes sociales, Facebook y Twitter, durante la pandemia de Covid 19, entre marzo y abril de 2020.

Abstract

The objective of this research was to analyze the narrative of the communicational pieces of the Ecuadorian Red Cross published to build solidarity in the campaigns, #estamosactivados and #Tequeremossano, through the social networks Facebook and Twitter, during the health crisis by Covid19, of the March 17 to April 18, 2020, which was carried out through Facebook and Twitter during the Covid19 pandemic. this objective was developed with a qualitative approach and was inscribed in hermeneutics, since it sought to rescue meanings. For this purpose, I used content analysis, observation and semi-structured interview as research techniques. The processing of the objectives was carried out in a structured and orderly manner through tables and graphs that helped make the interpretation of the results easier and clearer. In the narrative of the communicational pieces, namely, the text, the audios and videos and images, we identified 11 persuasive elements in which techniques based on sympathy and authority will be applied in order to increase the reach of publications and interactions. . However, the solidarity campaigns of this organization were not successful, since, through the interpretation of the 12 published pieces, a favorable scope was detected in only one, which is denoted in the number of views that was 1,350, while that the remaining 11 do not even reach half. In this way, the experts observed that the Red Cross organization lacked much to work on communication in its social networks such as Facebook and Twitter, in order to identify with the Internet user, they also mentioned that the creativity and continuity of the pieces is the key that was needed to achieve success in the campaigns.