¿Alguien sabe cómo funciona TikTok? Manual de buenas prácticas de comunicación política para candidatas de la zona costera del Ecuador.

Abstract

In Ecuador, in the 2019 sectional elections, there were 1,872 male and female candidates for the 221 mayorships that the country has, 268 were women, and only 18 were elected. Even though the United Nations and the Ley Orgánica Electoral y de Organizaciones Políticas de la República del Ecuador, Código de la Democracia, have norms and laws that promote gender equality and parity, society still does not have a woman as an option to hold public office. This could be due to the way in which women political candidates carry out their political communication. Currently, political campaigns are divided into different areas, including social networks. Among the social networks, TikTok stands out, the most consumed media by young people nowadays. This degree work aims to gather information about the current ways of informing candidates' work plans, about the way in which political consultants create content. This to elaborate an audiovisual guide on how candidates should manage their Tiktok account when making their political communication. Also, to enhance the exposure of female candidates on the social network, so that society can visualize them and consider them a good choice to occupy certain public office.