Claves del éxito en la campaña de Darío Macas: análisis desde sus estrategias de comunicación

Abstract

The objective of this work is to analyze the campaign communication strategies used by Dario Macas in the 2019 sectional elections in Ecuador and which contributed to his electoral success. These strategies correspond, in this case, to the aspects that the experts have mentioned, such as: political discourse, the election campaign, the media, social network, political marketing, personification in politics, transmedia narrative and Storytelling. Specific objectives are to analyze political personification, the discourse you used, the use of marketing, interaction and use of social media as one of the campaign communication strategies. This study has a mixed methodology, in which the qualitative part corresponds to the analysis of the research studies found (papers) and the perspective of 3 experts in political communication, such as: Lic. Manuel Morales, communicator, intervenor expert in political communication. Atty. Nicolás Cobos, communicator and expert in political communication, advisor to the National Congress with Dr. René Mayón and Dr. Onorio Grefa, led the campaign of Franco Romero Loayza, Jorge Sánchez, Dr. Mateo Noblecilla and Mr. Pedro Antonio Saad. Abgdo. Francisco Benitez, professional journalist, parliamentary adviser (two national and one provincial deputies). For the quantitative part, ten videos posted on the candidate's official website were selected, thus verifying that social media had a high impact on the perception of potential voters. Likewise, the ten spots, reflected themes such as: the value of women in society, personal and professional improvement, humility, love of family and collective unión. These aspects will answer the questioning Why did Dario Macas win? What campaign communication strategies did Dario Macas use? What is the political customization of Dario Macas? And what kind of speech do Dario Macas use in his political campaign? As a result it was obtained that Macas made good use of political marketing as the creation of his image through different factors such as religion, being the son of a single mother and for overcoming himself professionally. Likewise the singles "Together we will make history" and "All with Dario" allowed to position Macas, so that when the music was heard, it was immediately associated with the candidate. In addition to this, the embodiment of Macas, was well crafted, because he showed himself as a humble candidate, cheerful, dancer and able to achieve what was raised. It should be emphasized that Macas' proposal was very ambitious, as he promised to turn Machala into an industrialized city. It also focuses on the needs of the community, on eliminating unemployment and on the protection of resources such as the fauna and flora of the city. On the other hand, the ten spots selected for the respective analysis showed that, thanks to the high rate of emotion that in some were presented, it was possible to reach the citizen consciousness, in order to gain ground in a virtual way. One point-in circumstance at the discretion of many is that Macas won by the discontent that the Macedonian population had for the Falquez empire, taking advantage of the moment of rupture of the PSC, taking as new ally the broadcaster Pepe Ugarte, who reinforced the rejection population