influencia de la red social tik tok, como estrategia de comunicación política en el caso: consulta popular 2024

Abstract

ABSTRACT The objective of this research work is to analyze the content on the Tik Tok social network of the accounts of the presidency and the President of the Republic, in order to know the impact or influence of the aforementioned network in the case of popular consultation 2024. In methodological terms, this work adopts a mixed approach with an analytical methodology and a descriptive scope. Data collection will include interviews with political advisors to understand the importance of the Tik Tok social network in the last elections; a comparative analysis to contrast how and what type of information was handled only by the popular consultation and a quantitative analysis through a survey applied to the students of the Communication Career of the Technical University of Machala. The results of the research indicate that currently this social network is consumed by students but more in entertainment content. However, if they are asked a specific topic about politics, they go back in their memories and if they have done so, they also consume this content, since they are the new scenario for political figures to issue messages or speeches to their target audience, obtaining greater reach. and impact on society. However, social networks are not the determining factors to ensure that citizens allow themselves to be influenced on a political issue.