Análisis del discurso e imagen del expresidente Lenín Moreno, en los mensajes de la presidencia de la república

Abstract

For the public function it is important to maintain a convincing speech that reaches the masses and not only superficially, but that is reflected in them as a construction of their reality, thus, the profile of a candidate or state official is widely accepted at the management level; Similarly, the image becomes a parallel complement to the discourse that makes its function equivalent to the profile of an authority whose social perception is within the parameters that allow governance. For experts in this field of political communication, the control of a communication strategy that is developed under specific parameters such as syntax, rhetoric and stylistics is invaluable, in addition to identifying the functional archetypes to the essence of the candidate and the established social environment, which provide the speaker with an image according to the context and reality in which their management unfolds, for this reason, there is a need to develop work teams that efficiently build a speech that will reach the masses, receiving their attention and later winning approval regarding decision-making about a State. This work analyzes the construction of the speech and image presented by the former president of Ecuador Lenín Moreno Garcés, who repeatedly addressed citizens through the national channel with the program “message from the presidency of the republic”, a space that played relevant issues for the country in the midst of a context surrounded by the Covid-19 pandemic, the state of public corruption and the social outbreak towards its management; supporting the need to know if the management of his speech and image issued were a report developed correctly within his political communication strategy. Within the analysis of this case and due to its interpretive complexity, a mixed approach was approached with preference for qualitative analysis, which allows giving a broader sense to the evaluation of the speech and image developed in the communicational strategies of former president Lenín Moreno Garcés. applied a methodological triangulation based on data collection techniques such as bibliographic review, content analysis, and interviews applied to two professionals with extensive international experience in managing electoral campaigns, preparing speeches and political advice. As a result of this research and once the information was applied and contrasted between the qualitative and mixed methodology with a methodological triangulation, it was possible to establish that the discourse developed by former president Lenín Moreno Garcés is deficient in terms of syntax and style, with a clear lack of rhetoric that manages to persuade citizens, given that, under the context of the COVID-19 pandemic and state of corruption, there was no self-critical speech in its space "message from the presidency of the republic", in addition to the projected image For this reason, it did not obtain a consistent contribution to the discourse, because according to the interviewees and the theoretical foundation it is possible to have a good image, but in politics the handling of a good discourse has more relevance.