SciELO - Scientific Electronic Library Online

vol.7 issue1Standards and Competency Frameworks for Administrators in Technical and Vocational Education Schools (TVET) in Latino American countries.“FUNDS” IN CASE OF MASS TORTS: SOLIDARITY, EFFICIENCY, OR JUST A FICTION? author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Services on Demand




Related links

  • Have no similar articlesSimilars in SciELO


Revista de Ciencias Humanísticas y Sociales (ReHuSo)

On-line version ISSN 2550-6587


HIDALGO CHICA, Andrea Estefanía  and  CEDENO MOREIRA, Carlos Laureano. Political communication in social networks during the second round of elections in Ecuador, year 2021: Analysis of the use of the social network Facebook. ReHuSo [online]. 2022, vol.7, n.1, pp.104-115.  Epub Apr 03, 2022. ISSN 2550-6587.

Political communication has advanced at a dizzying pace. In particular, in the last decade the new technologies have changed the scenario in which political actors must develop. In fact, social networks have not only been used as a means of disseminating information but have also energized and innovated the way of communicating in contemporary society. This revolution has reached the campaigns of candidates seeking to occupy some dignity of popular election. In this sense, the present research aims to analyze the use that was given to the social network Facebook in the context of the campaign of the second round of elections of 2021 in Ecuador. For this purpose, the quantitative methodology was used to deduce the number of followers, publications and interactions of publications in the FanPage of the candidates Guillermo Lasso and Andrés Arauz; In addition, an observation sheet was used for the evaluation of the suggested analysis and the method of bibliographic-documentary review was incorporated for the analysis and systematization of the consultation sources used. As a result, it was evident that Facebook represents an enormous opportunity for politics and institutions, not only because it offers the possibility to contact a large number of people, but also because it is a great opportunity to create and cultivate a relationship with a community of reference that has an objective such as, for example, achieving the Presidency of the Republic.

Keywords : political communication; campaigns; political actors; Facebook; social networks.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )