Análisis de las estrategias comunicacionales de la Alcaldía de Daule en la red social Facebook en 3 momentos del estado de excepción causado por la pandemia COVID-19.

Abstract

This research proposes to analyze and describe the evolution and impact of the communication strategy of the Mayor's Office of Daule on its Facebook page during the state of emergency caused by the Covid-19 pandemic. The method is based on the theories of communication, content, political communication, risk and crisis. It works with a mixed methodology, based on a qualitative and quantitative approach. The investigation techniques: content analysis to examine the metrics of digital content and the in-depth interview allow obtaining information about the organization and the procedures implemented during the strongest months of the pandemic, from the external point of view on the management of the Facebook page. The population is given by the contents and the sample by the metric measure of interest. The results obtained reflect the state of exception in the country, on March 16, 2020, in the three moments evaluated: in the first moment when the analysis began the red traffic light represents 68% of interactions; in a second moment yellow traffic light there was a decrease reaching 19% of interactions and the third moment green traffic light at a lower level 13%, revealing a greater acceptance in the first 15 days of the communication strategies. The relevance of articulating communication concepts and types of communication is evidenced. The conclusions point to the use of social networks and especially Facebook as a communication strategy that promotes and facilitates the exchange of messages.