Análisis de contenido en Facebook y TikTok de cuatro candidatos a asambleístas por El Oro, en las elecciones anticipadas 2023.

Abstract

This research work aims analyze the contents published in the social networks Facebook and Tiktok of 4 candidates for Assemblyman for the province of El Oro, in the early elections 2023. In methodological terms, this work adopts a mixed approach with an analytical, virtual ethnographic methodology and a descriptive scope. The data collection will include interviews to political advisors to know the importance of social networks in the last elections; a comparative analysis to contrast how they manage content on Facebook and TikTok within the political campaign period, from August 8 to August 17, 2023, of the 4 candidates for Assemblyman for El Oro and a content analysis to identify the interaction of the target audience against the publications made in the aforementioned period. The results of the research indicate that social networks currently play a significant role in political campaigns, as they are the new scenario for political figures to broadcast messages or speeches to their target audience, obtaining greater reach and viralization. However, social networks are not the determining to ensure that a candidate, having a large number of followers, publications or interaction, can win the elections.