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Análisis de la publicidad política de Alfonso Montalván, candidato a la alcaldía de Vinces en las elecciones secciónales 2023
| dc.contributor.advisor | Herrera Flores, Ana Elizabeth | |
| dc.contributor.author | Herrera Alvarado, Xiomy Cristhina | |
| dc.date.accessioned | 2023-11-01T16:41:02Z | |
| dc.date.available | 2023-11-01T16:41:02Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14970 | |
| dc.description | Political advertising is a means of communication for electoral candidates to publicize the proposals and measures that they could implement during their mandate in addition to positioning a specific issue that they desire, seeking to influence the voters' decisions. Currently, the most used advertising is that of social networks since according to several studies, 83% of the Ecuadorian population owns a cell phone, which allows maintaining a continuous conversation with voters, facilitating the consolidation of ties with them. The main objective was to understand the management of political advertising by Alfonso Montalván as a candidate for mayor of Vinces in the 2023 sectional elections. Through a qualitative approach with a descriptive type about the candidate's political advertising, allowing us to understand conclusions aligned with the findings. from the focus group studied. The Facebook posts had the greatest impact on his election campaign, allowing him to respond to voters' questions as well as manage his online reputation to maximize his impact on the audience. The focus of advertising strategies must have defined objectives and be measurable to be successful, highlighting the candidate's unique qualities and proposals in a positive way while avoiding attacking opponents. The use of multiple communication channels is recommended to reach different audience segments. | es_ES |
| dc.description | Political advertising is a means of communication for electoral candidates to publicize the proposals and measures that they could implement during their mandate in addition to positioning a specific issue that they desire, seeking to influence the voters' decisions. Currently, the most used advertising is that of social networks since according to several studies, 83% of the Ecuadorian population owns a cell phone, which allows maintaining a continuous conversation with voters, facilitating the consolidation of ties with them. The main objective was to understand the management of political advertising by Alfonso Montalván as a candidate for mayor of Vinces in the 2023 sectional elections. Through a qualitative approach with a descriptive type about the candidate's political advertising, allowing us to understand conclusions aligned with the findings. from the focus group studied. The Facebook posts had the greatest impact on his election campaign, allowing him to respond to voters' questions as well as manage his online reputation to maximize his impact on the audience. The focus of advertising strategies must have defined objectives and be measurable to be successful, highlighting the candidate's unique qualities and proposals in a positive way while avoiding attacking opponents. The use of multiple communication channels is recommended to reach different audience segments. | es_ES |
| dc.description.abstract | La publicidad política es un medio de comunicación de los candidatos electorales para dar a conocer las propuestas y medidas que podrían implementar en su mandato además de posicionar un tema específico que ellos deseen, buscando influir en la decisión de los votantes. En la actualidad la publicidad más utilizada es la de las redes sociales ya que de acuerdo a varios estudios el 83% de la población ecuatoriana posee un celular, la cual permite mantener una conversación continua con los votantes facilitando consolidar nexos con ellos. El objetivo principal fue conocer el manejo de la publicidad política de Alfonso Montalván como candidato a la alcaldía de Vinces en las elecciones seccionales 2023. Mediante un enfoque cualitativo con un tipo descriptivo acerca de la publicidad política del postulante, permitiendo entender conclusiones alineadas a los hallazgos a partir del grupo focal estudiado. Las publicaciones en el Facebook fueron las de mayor impacto en su campaña electoral, permitiéndole responder a preguntas de los votantes además de gestiono su reputación en línea para maximizar su impacto en la audiencia. El enfoque de las estrategias publicitarias debe tener los objetivos definidos y ser medibles para que tenga éxito, destacando las cualidades y propuestas únicas del candidato de forma positiva evitando atacar a los oponentes. Se recomienda el uso de múltiples canales de comunicación para llegar a los diferentes segmentos de la audiencia. | es_ES |
| dc.format.extent | 25 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Publicidad política | es_ES |
| dc.subject | Candidato | es_ES |
| dc.subject | Elecciones seccionales | es_ES |
| dc.subject | Alcaldía | es_ES |
| dc.title | Análisis de la publicidad política de Alfonso Montalván, candidato a la alcaldía de Vinces en las elecciones secciónales 2023 | es_ES |
| dc.type | bachelorThesis | es_ES |
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