ANALYSIS OF THE ANDRÉS ARAUZ’S DISCOURSE ON TIKTOK DURING HIS PRESIDENTIAL CAMPAIGN 2021

Abstract

The article contains an analysis of the speech of the candidate Andrés Arauz in the electoral campaign for the Presidency of Ecuador in 2021 through the TikTok social network, from November 2020 - April 2021. Its objective is to disseminate the research and results obtained regarding candidate Arauz's use of this social network in the last electoral contest. The research is based on a qualitative-quantitative methodology; in applying techniques such as document review and content analysis. It is analyzed two moments, the campaign for the first electoral round and the campaign for the second electoral round. The result shows that, in the first instance, who was talked mostly about was the candidate as the central axis. At the same time, in case two, a significant change was evidenced since the political party of the presidential candidate would have been incorporated into the same extent within the message and to the Ecuadorian people, leaving the issue of Arauz as a candidate in the background. Among the main findings, it was found that the message was sought to be transmitted through content that would allow it to reach a young audience but without a balance in content production.