Análisis de contenido electoral en los medios digitales mp, machala móvil y su influencia en la opinión publica, en el primer trimestre del 2023

Abstract

The use of social networks in political communication has evolved over time, especially with the use of digital media that currently exist, because candidates or political parties have chosen this modality to execute their campaigns, because social networks have the ability to viralize the contents, which will benefit the candidate, the purpose of this investigative project is to analyze the electoral content in the best-known digital media in the city of Machala, MP-Noticias and Machala Móvil and what has been the influence on public opinion, in the El Cambio parish, in the first quarter of 2023. Through this research we want to know what is the reach of the media and its content within citizens, if the electoral content advertised influences. For this project, a quantitative and qualitative methodology was carried out, in which three data collection instruments were used: a survey of the residents of the El Cambio parish, an interview with three communication professionals, a person in charge of a digital media and two professionals. that have been behind the campaign of a political candidate and the observation instrument, which will allow us to quantify the electoral content.