El poder de la narrativa política en la era digital: análisis de la segunda vuelta presidencial - Ecuador 2021.

Abstract

The objective of this research was to analyze the power of political narrative in the digital age, from the strategies used by the finalists of the elections through digital channels during the last three weeks of the contest. for this purpose, a network audit was made where the common thread of the campaign, the electoral theme used by both candidates, the means and strategies that had the most reach or impact on the publics determined by the frequency of use, scope and impact were reviewed.