Abstract
This study analyzes the presence or absence ofcommunication strategies managed in the informativepublications of Guillermo Lasso, president of theRepublic of Ecuador, from a qualitative approach and anon-probabilistic sampling, a semi-structured interviewwas conducted with the communication secretary of thepresidency between the period 2015 to 2017, and iscounteracted with a multimodal matrix to determine theinteractions, visual elements and messages published onthe social networks of: Facebook, Twitter and TikTok,with more than 450 publications analyzed in total, it isevident how the president maintains a business andfamily discourse, relegating the important aspects that thepresident of a country must consider, since it does notmanage to set a trend but it does become a follower of theconjunctures.
| Translated title of the contribution | The Digital Route in the Government of Guillermo Lasso: An Analysis from Social Networks and Communication Strategies |
|---|---|
| Original language | Spanish (Ecuador) |
| Pages (from-to) | 1-17 |
| Number of pages | 17 |
| Journal | REVISTA DE COMUNICACIÓN Y CULTURA |
| Volume | 1 |
| Issue number | 1 |
| DOIs | |
| State | Published - 3 Jul 2023 |
Keywords
- Communication strategies
- Guillermo lasso
- Presidency of Ecuador
- Social networks
- Tiktok
CACES Knowledge Areas
- 123A Journalism and Communication