Comunicación y campaña electoral: caso debate candidatos alcaldía de machala 2023

Abstract

Debate is a technique that candidates use to make their campaign proposals known, effectively, with successful performance being essential. The present work is an analysis of the Machala 2023 Mayoral electoral debate, identifying different facets of the political discourse that influenced the construction of a common political enemy. The main actors of the investigation were the 14 candidates for the Mayor's Office of the Machala canton and as an object of study, the political speeches at said communicational moment to determine characteristics and particularities used for the construction of a common political enemy, at the electoral level. With a qualitative methodology, the following techniques were applied: data analysis, analysis of political discourse and interviews with experts. As results, it was evident that the discursive resource of metaphor was used in the debate and it was possible to position conflicting phrases, generating a common political enemy that had to use other tactics such as anaphora to circumvent this very common communication process during electoral campaign times.