Análisis del storytelling en las campañas electorales Ecuador 2021 caso Guillermo Lasso

Abstract

Storytelling is a strategy that is present in current politics and this in turn takes ground in these elections, without a doubt these new ways of communicating generate these links between the candidate and the electorate, building a brand from political stories. The main objective of this research work is to analyze the use of storytelling as a political communication strategy in the electoral campaign during the first round of the 2021 elections of candidate Guillermo Lasso. And its specific objectives are: 1) Identify the use of storytelling in the construction of the audiovisual message of candidate Guillermo Lasso. 2) Determine what were the emotions produced by the communication products in Guillermo Lasso's campaign. This work has a mixed quali-quantitative methodology with a triangulation applying the quantitative analysis of the communication pieces, interviews with experts related to political communication and focus group. Likewise, the advertising spots published on social networks were chosen: Facebook, Instagram and YouTube of the candidate during his campaign, interviews were carried out with experts in political communication to contrast the information of our state of affairs in conjunction with the perspective of the students of the career of social communication on the spots used in the campaign of the selected candidate. The results indicate that the candidate Guillermo Lasso has managed a very linear campaign during the first electoral round, which has not generated a good impact, so his storytelling does not have the same scope as that of other candidates, it was found that his The message should be more allied with their actions, in addition, they should work more in the use of social networks to reach these virtual groups, generate that link with their future voters, know the concerns of their audience and from there build a solid message through communication techniques, and that it adapts to their reality, so that this narrative remains in the collective memory and generates that direct effect.The way of telling a story, especially in electoral campaigns, has to be much more emotional. Most of the advertising spots used by candidate Lasso, "according to the focus Group," convey positive emotions such as: Joy, Confidence, Hope, Local Pride , Kindness and Sympathy; but, it also produces negative emotions such as: Fear, Sadness, Indignation and Anger. The current situation of the use of social networks should be taken advantage of as a storytelling strategy so that the candidate can become that model that the voter wants. For the second round or future elections, the candidate or other presidential candidates must use an image and content that connects more with the needs of citizens, inviting them to participate more, making them protagonists, they must seek strong alliances and above all make a clean campaign dedicated to recognizing the values and virtues of the candidate, restructuring his way of communicating and telling his story, in order to fulfill his main objective of winning the elections using narration as a strategy to persuade the voter. We can determine that this investigative work can be taken as an example to analyze storytelling as a strategy and tool in an electoral campaign as part of the political communication used by a presidential candidate.