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Tik-Tok and Twitter: Influence of Social Networks in the General Elections of Ecuador 2021

Abstract:

Social networks have meant a change in the way of doing political communication. Various investigations have been developed around the use of storytelling in the construction of the public image to create a collective memory through narratives on digital platforms. The objective is to analyze the impact of political messages and the use of new technologies to determine the influence and acceptance of the presidential candidates Guillermo Lasso and Andrés Araúz, in the second electoral round Ecuador 2021. The results show that the social networks have allowed more users to get involved in politics, generating broader visions and new opportunities for citizens to use these channels as tools to strengthen these communication dynamics between political actors and their voters.