Tik Tok as a political communication tool in Jorge Yunda's campaign for mayor of Quito in Ecuador 2023
Main Article Content
Abstract
The correct use to disseminate government plans in the social network Tik Tok generates an impact of influence that we will address in this research that focused on Ecuadorian politics specifically in the city of Quito, in which we analyzed the use of TikTok as a political communication tool in the campaign of Jorge Yunda for mayor during the campaign of January and February 2023. A qualitative methodology was applied, in which observation and interview techniques were developed, and a quantitative one, applying a survey to a non-probabilistic sample of young people between 18 and 29 years old in the city of Quito. The results highlight that Yunda's account focuses on political content, mixed with humor and history that crucially underlines the use of this social network as a political tool to build effective links between candidate and citizens, taking advantage of its ability to create shocking and easily consumed content, as well as the affinity that the politician has with the audiences, taking advantage of the duration of the videos that is crucial in the era of fast information and the short attention span of users.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Licensing Agreement
This journal provides free access to its content through its website following the principle that making research available free of charge to the public supports a larger exchange of global knowledge.
Web content of the journal is distributed under a Attribution-NonCommercial-ShareAlike 4.0 International.
References
Aigneren, M. (2009). Content analysis. An introduction. Sociology In Its Scenarios, (3). http://bit.ly/3ONKDdN
Báez Urrutia, M. A. (2018). Rafael Correa en Twitter: Análisis crítico del discurso de la cuenta @MashiRafael [Disertación de grado, Pontificia Universidad Católica Del Ecuador]. https://bit.ly/3ireojN
Ballesteros, C. (2020): "The digital spread of the coronavirus: Measuring entertainment engagement in the emerging social network TikTok", in Revista Española de Comunicación en Salud, 0, pp. 171-185. https://bit.ly/47qbG5W
Baquero, A. (2023). Predominant role of TikTok in the electoral campaign for the mayoralty of Quito 2023 / Interviewed by Silvia Tualombo and David Vargas.
Becerra-Chauca, Naysha, & Taype-Rondan, Alvaro (2020). TikTok: a new educational tool to combat COVID-19? Acta Médica Peruana, 37(2), 249-251. https://bit.ly/3QqdqGt.
Barreto, K., & Rivera Prado, M. C. (2022). TikTok as a communicational strategy of Guillermo Lasso during the 2021 electoral runoff in Ecuador. Tsafiqui - Revista Científica En Ciencias Sociales, 12(17). https://doi.org/10.29019/tsafiqui.v12i17.959
Beer, C. (January 3, 2021). Is TikTok setting the scene for music on social media? Tracker. https://bit.ly/2QwQHMo
Boscán A. (2021) De la tarima al TikTok: Análisis del impacto de las campañas políticas en la red social de la generación Z en el Ecuador [Examen complexivo Universidad Tecnológica ECOTEC] https://bit.ly/3kmKWPW
Celi, E. (2023, January 14). These are the dates and important data of the 2023 elections. Primicias. https://bit.ly/45lqvVC
Cerón, C. (2023). Politicians in TikTok. Intercontinental University. https://www.uic.mx/politicos-en-tik-tok/
Chaves, A., & Gadea, W.,& Hernández, V.,& Mármol, I., & Gómez, S., & Alcolea, A., & Morante, J., & Renobell, V., & Alaminos, A., & López, F. (2017) Comunicación Política y Redes Sociales (Egregius) https://bit.ly/3kchkEG
Council N.E. (2023) Preliminary results. Computerized canvassing system. https://bit.ly/3qrqD7a
Coro, G. (2021) Analysis of the political campaign of presidential candidate Xavier Hervas in the social platform Tik-Tok, period September 2020 - January 2021 [Degree thesis, Universidad Nacional de Chimborazo] https://bit.ly/3Xk4pzi
Del Campo Fernández-Paniagua, A. M. (2022). The most used Social Networks: figures and statistics. Thinking for Innovation. https://www.iebschool.com/blog/medios-sociales-mas-utilizadas-redes-sociales/
De la Guardia, R. (2016). Certainty without guarantee, absolute dominations: Historical discourse as legitimator of power. University of Valladolid, Certeza sin garantía, dominaciones absolutas (p. 100) https://www.uv.mx/tipmal/files/2016/09/CERTEZAS-SIN-GARANTIA-EL-DISCURSO-HISTORICO.pdf
Freire Salazar, C.E., and Gómez Pereira, D.A., (2015). Political marketing, incidence of Social Networks in the electoral campaigns of Rafael Correa 2009 and 2013 [Master's thesis, Universidad Espiritu Santo]. https://bit.ly/2WBkiY6
Gomez, M. (2023). What is a survey, what is it for and what types exist. Hubspot. https://blog.hubspot.es/service/que-es-una-encuesta
Guirao Goris, Silamani J. Adolf (2015). Utility and types of literature review. Jan, 9(2) https://bit.ly/3YsaQS7
Hidalgo, A. and Cedeño, C. (2022). 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, 7(1) 104-115. DOI: https://doi.org/10.5281/zenodo.5825838
Loor, B., & Baquerizo, V. (2022). The TikTok effect: Theoretical-methodological approach to the management of political communication in the 21st century generations. 593 Digital Publisher CEIT, 7(2-1), 27-40. https://doi.org/10.33386/593dp.2022.2-1.939. https://doi.org/10.33386/593dp.2022.2-1.939
López, D. (2016). The construction of Public Opinion in Ecuador from political participation in social networks. Obra digital: revista de comunicación, 11(5), 21-37. https://n9.cl/6oeoh. https://n9.cl/6oeoh
Morales S. (2021) Impacto comunicacional de la red social tiktok en la descicion de voto en los estudiantes FACSO-UG durante la primera vuelta de las elecciones 2021caso: Xavier Hervas [Degree work University of Guayaquil] https://bit.ly/3XeODWh
Negrete-Huelga, Karla, & Rivera-Magos, Sergio (2018). Communication strategies in sociodigital networks from the practice of open government. Cuadernos.info, (42), 183-196. https://dx.doi.org/10.7764/cdi.42.1242.
Pesantez, K. (2022). Which social networks will reign in 2023 and which ones will Ecuadorians use. Primicias. https://www.primicias.ec/noticias/tecnologia/redes-sociales-reinaran-preferidas-ecuatorianos/
Ponce V. (2021) TikTok as a political communication tool: a look at the presidential elections in Ecuador 2021 [research article] https://bit.ly/3kgvgxv
Ramirez, A. (August 27, 2022). Trending hashtags for TikTok: which ones to use. RD Station. https://www.rdstation.com/blog/es/hashtags-tiktok-cuales-usar/#:~:text=The%20importance%20of%20the%20hashtags%20for%20TikTok&text=The%20primordial%20is%20that%20they%20grow%20in%20community%20(followers).
Revelo, K. (2021) Political use of social networks: strategies and contents used by candidates César Montúfar and Jorge Yunda in the elections for Mayor of Quito, period from February 5 to March 20, 2019 [Master's degree in communication, Universidad Andina Simón Bolivar] https://bit.ly/3GP0jrZ
Rivera Costales, J. (2014). Rafael Correa and the 2006 elections. Inicios del Marketing y Comunicación política digital en Ecuador. Chasqui: Revista Latinoamericana de Comunicación, 126, 116-123. https://bit.ly/2ZK8vrv.
Rodriguez, M. (2022). ANGENOT-Social discourse. Filadd. https://filadd.com/doc/angenot-el-discurso-social-pdf-lingueistica
Silva, O. (2023). Candidates for Mayor of Quito begin their electoral campaign. El Comercio. https://www.elcomercio.com/actualidad/politica/candidatos-alcaldia-quito-campana-electoral.html
Studuco (2023). Humorous Speech. https://www.studocu.com/latam/document/universidad-federico-henriquez-y-carvajal/espanol/discurso-humoristico/39569127
Uniés, N. (2008). Estimation of sampling errors in survey data. https://www.semanticscholar.org/paper/Estimaci%C3%B3n-de-errores-muestrales-en-los-datos-de-Unies/09a743626a163e9199c031932f334fafb5f434fc
Wong, L. (2023). 197 TikTok descriptions that work great to accompany your videos. Hootsuite. https://blog.hootsuite.com/es/descripciones-de-tiktok-funcionan-muy-bien/
Zabala-Shigui, R. I., & Banda-Casa, M. A. (2022). Tik Tok as an educommunicational tool in high school students of Latacunga canton. Polo del Conocimiento, 7(2), 134-159.https://www.polodelconocimiento.com/ojs/index.php/es/article/view/3577/html
Zúñiga, D. (2022). Youth and social networks. Approximations from university environments. Editorial CENEJUS - UASLP 2022. https://www.researchgate.net/publication/362405278_JOVENES_Y_REDES_SOCIALES_Aproximaciones_desde_entornos_universitarios_Libro_coordinado