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Title: TikTok como herramienta de comunicación política: una mirada a las elecciones presidenciales en Ecuador 2021
Author: Ponce Camacho, Verónica Eugenia
Director: Ollé, Candela  
Bernal Triviño, Ana Isabel  
Tutor: Torres Mendoza, Manuel
Abstract: This article analyzes the use of Tik Tok Application by three candidates running for President of Ecuador in 2021 elections as a tool to get closer to young people. From an inductive methodology a qualitative approaching was done with the aim of understanding the dynamics of the application and its algorithms in which it rewards or punish a video, its interaction with users and the different reactions it caused. Results shows that young users are open to receive politicians in their virtual world, although it is important to communicate with them in their own virtual language if catching their attention is the goal. Their main interest is to feel included in the world of politics in which, usually, they are not and as an answer they hardly punish when the use of the application and content generation "non written rules" are not accomplished. There is a huge interaction in candidate's videos in which they expose their positive or negative perspectives, they also answer questions relate to government planning. There is also the option of making videos together with other person or to use different audios to create their own version. In conclusion, if the applications and its rules are understood, Tik Tok is a highly efficient application to be shown to young people and to be able to engage it with users and with their families. This is shown in Xavier Hervas case who started with a 0,1% approval in December 2020 polls and ended up the election process with a 15,68%. Also, it has to be clear that Tik Tok application works to engage with emotionality of users to generate a positive image, however, it is not the most suitable tool to expose government planning and policies, although with a highly creative message it would be possible to catch their attention.
Keywords: electoral communication
political campaign
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 8-Jul-2021
Publication license:  
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