Use of Social Technology for Political Communication: Influence of TikTok on Voter Engagement

María Paula Galarza Fajardo; Andrea De-Santis

doi:10.1007/978-981-99-7210-4_19

Use of Social Technology for Political Communication: Influence of TikTok on Voter Engagement

María Paula Galarza Fajardo, Andrea De-Santis

Game Lab-Ups Research Group (GAME LAB-UPS)

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

In this article a digital ethnographic analysis of the TikTok social media as an electoral campaign tool is made during the presidential elections of Ecuador in 2021. Through the application of a mixed methodology with an inductive focus, the indicators of social media are analyzed in order to know the public’s answer through the engagement of each candidate, contrasting it with the percentage of votes evidenced by the National Electoral Council of Ecuador (CNE). The results show that candidates Hervas, Arauz, and Lasso caused and obtained different results through their electoral campaigns by using this platform. It is concluded that TikTok works as a window to society when making a person, product, or service visible. In this case, the social network launched the outsider candidate Xavier Hervas and marked an important difference in the campaign for the second round of the winning candidate Guillermo Lasso. The use of TikTok as an electoral campaign tool produces favorable results in the function of diffused content acceptance, allowing a bigger and more sensitive reach of the voters.

Original language	English
Title of host publication	Communication and Applied Technologies - Proceedings of ICOMTA 2023
Editors	Daniel Barredo Ibáñez, Laura M. Castro, Araceli Espinosa, Iván Puentes-Rivera, Paulo Carlos López-López
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	199-209
Number of pages	11
ISBN (Print)	9789819977536
DOIs	https://doi.org/10.1007/978-981-99-7210-4_19
State	Published - 2024
Event	International Conference on Communication and Applied Technologies, ICOMTA 2023 - Puebla, Mexico Duration: 6 Sep 2023 → 8 Sep 2023

Publication series

Name	Smart Innovation, Systems and Technologies
Volume	375
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Conference

Conference	International Conference on Communication and Applied Technologies, ICOMTA 2023
Country/Territory	Mexico
City	Puebla
Period	6/09/23 → 8/09/23

Bibliographical note

Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.

Keywords

Electoral campaign
Social technology
TikTok
Voter engagement

Access to Document

10.1007/978-981-99-7210-4_19

Cite this

Galarza Fajardo, M. P., & De-Santis, A. (2024). Use of Social Technology for Political Communication: Influence of TikTok on Voter Engagement. In D. B. Ibáñez, L. M. Castro, A. Espinosa, I. Puentes-Rivera, & P. C. López-López (Eds.), Communication and Applied Technologies - Proceedings of ICOMTA 2023 (pp. 199-209). (Smart Innovation, Systems and Technologies; Vol. 375). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-981-99-7210-4_19

Galarza Fajardo, María Paula ; De-Santis, Andrea. / Use of Social Technology for Political Communication : Influence of TikTok on Voter Engagement. Communication and Applied Technologies - Proceedings of ICOMTA 2023. editor / Daniel Barredo Ibáñez ; Laura M. Castro ; Araceli Espinosa ; Iván Puentes-Rivera ; Paulo Carlos López-López. Springer Science and Business Media Deutschland GmbH, 2024. pp. 199-209 (Smart Innovation, Systems and Technologies).

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title = "Use of Social Technology for Political Communication: Influence of TikTok on Voter Engagement",

abstract = "In this article a digital ethnographic analysis of the TikTok social media as an electoral campaign tool is made during the presidential elections of Ecuador in 2021. Through the application of a mixed methodology with an inductive focus, the indicators of social media are analyzed in order to know the public{\textquoteright}s answer through the engagement of each candidate, contrasting it with the percentage of votes evidenced by the National Electoral Council of Ecuador (CNE). The results show that candidates Hervas, Arauz, and Lasso caused and obtained different results through their electoral campaigns by using this platform. It is concluded that TikTok works as a window to society when making a person, product, or service visible. In this case, the social network launched the outsider candidate Xavier Hervas and marked an important difference in the campaign for the second round of the winning candidate Guillermo Lasso. The use of TikTok as an electoral campaign tool produces favorable results in the function of diffused content acceptance, allowing a bigger and more sensitive reach of the voters.",

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Galarza Fajardo, MP & De-Santis, A 2024, Use of Social Technology for Political Communication: Influence of TikTok on Voter Engagement. in DB Ibáñez, LM Castro, A Espinosa, I Puentes-Rivera & PC López-López (eds), Communication and Applied Technologies - Proceedings of ICOMTA 2023. Smart Innovation, Systems and Technologies, vol. 375, Springer Science and Business Media Deutschland GmbH, pp. 199-209, International Conference on Communication and Applied Technologies, ICOMTA 2023, Puebla, Mexico, 6/09/23. https://doi.org/10.1007/978-981-99-7210-4_19

Use of Social Technology for Political Communication: Influence of TikTok on Voter Engagement. / Galarza Fajardo, María Paula; De-Santis, Andrea.
Communication and Applied Technologies - Proceedings of ICOMTA 2023. ed. / Daniel Barredo Ibáñez; Laura M. Castro; Araceli Espinosa; Iván Puentes-Rivera; Paulo Carlos López-López. Springer Science and Business Media Deutschland GmbH, 2024. p. 199-209 (Smart Innovation, Systems and Technologies; Vol. 375).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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T2 - International Conference on Communication and Applied Technologies, ICOMTA 2023

AU - Galarza Fajardo, María Paula

AU - De-Santis, Andrea

N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.

PY - 2024

Y1 - 2024

N2 - In this article a digital ethnographic analysis of the TikTok social media as an electoral campaign tool is made during the presidential elections of Ecuador in 2021. Through the application of a mixed methodology with an inductive focus, the indicators of social media are analyzed in order to know the public’s answer through the engagement of each candidate, contrasting it with the percentage of votes evidenced by the National Electoral Council of Ecuador (CNE). The results show that candidates Hervas, Arauz, and Lasso caused and obtained different results through their electoral campaigns by using this platform. It is concluded that TikTok works as a window to society when making a person, product, or service visible. In this case, the social network launched the outsider candidate Xavier Hervas and marked an important difference in the campaign for the second round of the winning candidate Guillermo Lasso. The use of TikTok as an electoral campaign tool produces favorable results in the function of diffused content acceptance, allowing a bigger and more sensitive reach of the voters.

AB - In this article a digital ethnographic analysis of the TikTok social media as an electoral campaign tool is made during the presidential elections of Ecuador in 2021. Through the application of a mixed methodology with an inductive focus, the indicators of social media are analyzed in order to know the public’s answer through the engagement of each candidate, contrasting it with the percentage of votes evidenced by the National Electoral Council of Ecuador (CNE). The results show that candidates Hervas, Arauz, and Lasso caused and obtained different results through their electoral campaigns by using this platform. It is concluded that TikTok works as a window to society when making a person, product, or service visible. In this case, the social network launched the outsider candidate Xavier Hervas and marked an important difference in the campaign for the second round of the winning candidate Guillermo Lasso. The use of TikTok as an electoral campaign tool produces favorable results in the function of diffused content acceptance, allowing a bigger and more sensitive reach of the voters.

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Galarza Fajardo MP, De-Santis A. Use of Social Technology for Political Communication: Influence of TikTok on Voter Engagement. In Ibáñez DB, Castro LM, Espinosa A, Puentes-Rivera I, López-López PC, editors, Communication and Applied Technologies - Proceedings of ICOMTA 2023. Springer Science and Business Media Deutschland GmbH. 2024. p. 199-209. (Smart Innovation, Systems and Technologies). doi: 10.1007/978-981-99-7210-4_19

Use of Social Technology for Political Communication: Influence of TikTok on Voter Engagement

Abstract

Publication series

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Bibliographical note

Keywords

Access to Document

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