Análisis de las estrategias de comunicación y marketing político de darío macas, durante las campañas seccionales del 2019.

Abstract

On March 24, 2019, sectional elections were held in Ecuador. Darío Macas, candidate for mayor of Machala, of the coalition “Together We Will Make History”, was elected among the Machaleños.The objective of this case study is to analyze the communication strategies that Darío Macas used and that contributed to his triumph in the sectional elections of March 2019. For this purpose, a mixed study was proposed: qualitative and quantitative. The qualitative part was addressed through the development of 2 focus groups and interviews with political advisors. For the quantitative part, a digital survey was conducted, aimed at people who voted for the candidate.This will answer the following questions: What were the campaign strategies that Darío Macas used? What is the incidence of the rejection vote in the results of the elections for mayor of Machala of 2019? How a new character like Darío Macas managed to capture the necessary votes to win the elections? What were the campaign strategies that Darío Macas used?And, what methods can be used to investigate the reasons why Darío Macas won?The results show that the causes of the triumph of Macas are varied, however, the communication strategy used and the vote rejection had a strong impact on the final results.