Impacto de Facebook y Tiktok de los candidatos presidenciales, en la zona rural del cantón Machala durante la campaña electoral 2023

Abstract

This study analyzes the impact of social media platforms Facebook and TikTok on the voting decisions of residents in El Retiro parish, the only rural area of Machala canton, during the second round of the 2023 Early Presidential Elections in Ecuador. Using a mixed-methods approach and a convergent design, the research employed two primary data collection techniques: content analysis of posts made by presidential candidates Daniel Noboa and Luisa González, and surveys administered to a representative sample of rural voters active on social media. The results indicate that while the content on both platforms influenced voter decisions, the level of influence was moderate in most cases. Campaign proposals were identified as the most valued content, and text with video was the most appealing format. Furthermore, TikTok achieved higher interaction levels, whereas Facebook was more frequently used in terms of publication volume. This research contributes to understanding how digital political discourse affects rural voters and how social networks shape new scenarios for political engagement.