Análisis de la propuesta comunicacional post-electoral de Guillermo Lasso utilizado en Twitter y Facebook durante su campaña permanente, período abril-octubre 2017.

Abstract

This research project analyzes the post-electoral communication proposal that Guillermo Lasso used in Twitter and Facebook, through his permanent campaign from April to October 2017. To collect the data, it was used a mixed non-experimental methodology; following a quantitative matrix of variables and subvariables around the comparative study of the content of his publications, taking as reference some short-term Ecuadorian politics' events. Likewise, a focus group and in-depth interviews were carried out applying the snowball technique for the collection of qualitative information. Based on this, the goal is to identify the communicational construction, in social medias, of the leader of one of the main opposition political forces in the country. In addition to knowing the type of message used as a response to the decisions of the executive and legislative power and establish the communication techniques used to maintain popular support.