Análisis de spots publicitarios del candidato Darío Macas en la campaña electoral del 2019

Abstract

This research work carries out an analysis of 14 advertising spots of the political party "Together we will make history" visible during the electoral campaign of the candidate for mayor of Machala, Darío Macas. An electoral campaign, according to analysts in political communication, has the main objective of winning the elections by appealing to the feelings of the electorate to obtain votes and change the behavior of voters, that is, to change electoral behavior when voting, through tools and techniques such as the speech, slogan or personalization of the candidate, this work focuses on advertising spots and delimiting the incidence of them in Machalean society during the sectional elections of 2019, for which the emotions present in advertising spots of electoral campaigns were characterized divided into two typologies: positive and negative in order to explicitly find the theorized emotions in the theoretical framework to delimit them in the campaign videos, the analysis was carried out through the content analysis research technique, that is, the interpretation of communicational content through systematic observation ethics to produce qualitative-quantitative inferences and making an objective description of the social phenomenon. Likewise, it analyzes the weaknesses and strengths of the movement, the positive and the negative through interviews with analysts in visual and political communication in the qualitative part, such as the lawyer Francisco Benítez Luna and the lcdo. Nicolás Cobos to obtain criteria and opinions from specialists on the use of advertising spots in electoral campaigns and more specifically those used by candidate Macas. Likewise, a survey was carried out among eighth and seventh semester students, in the quantitative part, to know the incidence of the spots. The applied methodology is mixed or qualitative-quantitative with a triangulation where a contrast is made between the criteria of the specialists through interviews, analysis of the event with the technique of focus groups through surveys of the eighth and seventh semester students of the career of Social Communication and an evaluation matrix carried out by the thesis that is the analysis of positive and negative emotions that was found in the 14 advertising spots. In chapter I a contextualization of the work is shown, the general aspects and facts of interest such as the electoral processes in the canton Machala are described, in chapter II it is the theorization or theoretical framework where the terms and tools that allow understanding the incidence of advertising spots on the electoral behavior of citizens, the third chapter is the theoretical delimitation of the methodology applied in the thesis using the qualitative-quantitative or mixed approach and the technique of focus groups in the students, the fourth chapter is the Results of the work with tables where the criteria of the specialists are reflected and an evaluation matrix is ​​made where the emotions are conceptualized in the advertising spots, in addition to graphic pastels where a quantification of the emotions is made and the last chapter that are the conclusions from work, which was determined that their campaign was positive prevailing positive emotions and that negative emotions were used to direct towards the positive.