Estrategias de comunicación política 2.0 aplicadas durante la campaña electoral para presidente del Ecuador en el período 2020-2021.

Abstract

Political communication is considered an element of power, and its use in social networks represents a more participatory tool that allows constant dialogue and eliminates the limitations between sender-receiver, generating two-way communication. Political communication on social networks has established itself as a powerful key medium during elections, being a great political ally during campaign processes. The objective of this research work is to analyze the trends that were implemented to improve post-pandemic political communication 2.0 in Ecuador and identify the social networks with the greatest impact during the presidential electoral campaign of the 2020-2021 period. The study period covers from December 31, 2020 with the official start of the electoral campaign at the national level until April 8, 2021 with the closing of the campaign of the second electoral round, and its impact within the applications of greater use during the elections such as: Facebook, Instagram, Twitter, and TikTok, which were key in spreading the message to voters given the restrictions due to the pandemic to hold political rallies.