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El reflejo de la imagen digital: Guillermo Lasso y su influencia en los usuarios votantes en periodo de campaña electoral 2021

Abstract:

The purpose of this thesis is to analyze the construction of the digital image of the candidate Guillermo Lasso within the microblogging platform Twitter, during the 2021 electoral campaign period. The research is non-experimental, with a descriptive scope and a qualitative approach. A data extraction technique known as Twitter API was used, the tweets were coded and, subsequently, their analysis was carried out. A total of 1380 tweets were collected between the dates of December 31, 2020 and April 8, 2021. The results showed that the tools offered by the platform were used correctly and were a support for the candidate's message. In addition, the change in the candidate's digital strategy on Twitter during the second round is highlighted, encouraging interaction with users. KEY WORDS: TWITTER, POLITICAL COMMUNICATION, IMAGE, POLITICAL LEADERSHIP, ELECTORAL CAMPAIGN, ECUADOR.