Análisis del uso de tik tok como herramienta de comunicación política en la campaña presidencial de Guillermo Lasso, año 2021

Abstract

This research work includes the analysis of the use of Tik Tok as a political tool in the presidential campaign of Guillermo Lasso, in the year 2021. For this, a series of data collection tools are implemented to adequately develop the investigation of the case that relates politics, communication and social networks, as a source of rapprochement of politicians with their public. This project is given with the objective of determining the importance of social networks and TikTok in the political sphere, knowing the importance of the social network TikTok during the political campaign and presidential election of Guillermo Lasso and identifying the public opinion regarding the image Guillermo Lasso gender policy in this space. In the methodological part, the content monitoring of Guillermo Lasso's official TikTok account is given, in which it was evidenced that the number of followers in his account reaches 1.2 million users who closely follow his participation in this network. His number of publications is 65 so far and the sum of likes is 10.6 million, which reflects the successful management of the platform. Through the statistical content, the 4 most prominent and viralized videos were verified and thus made their respective analysis, in addition to that this information was verified by Gabriel Gonzales, Guillermo Lasso's political advisor. In addition, it was known as TikTok, it contributed in an elementary way in the development of its campaign, however, it was not the only social network that was used, therefore it is part of a strategic plan to reach users on the web. Citizen opinion is joined by the political and digital communication professionals interviewed for this research, who consider that this network was one of the tools that significantly helped their positioning, but it was not the determining factor in their success, since the campaigns Policies are comprehensively designed to meet the needs of the audience and a diverse audience. In this area, the political advisor Gabriel Gonzales was one of the key pieces in the investigation, because he was part of Guillermo Lasso's campaign team and worked mainly on the content of the social network TikTok, during the election period of Second round. This is how it was possible to identify and fully understand the dynamics that are handled within the platform to have an effective performance and capture the attention of users. Although, at the beginning it was difficult to adapt the politician to the requirements demanded by the digital platform, with the passing of the days and their active participation, great results could be achieved, which are a reflection of the published content. TikTok is part of the new scenarios that are lived within politics, since the teams that work on the marketing and political communication of the candidates have tried to reach the audience that is housed in this medium and thus position an everyday image , friendly and more human of the figure of the candidate.