Imagen proyectada de líderes políticas ecuatorianas en la red social microblogging twitter con una mirada desde la comunicación visual. Casos múltiples: Poly Ugarte, Cynthia Viteri y Viviana Bonilla

Abstract

This research aims to describe ways of build image of ecuadorian women political leaders in Twitter between January 2, 2018 and March 3, 2018 from the perspective of visual communication, framed in referendum and referendum on February 4, 2018. The mixed study of the cases is studied through content analysis, with a sample of 170 tweets with visual content, obtained from Twitter profiles of Poly Ugarte, Cynthia Viteri and Viviana Bonilla. The obtained results describe the study cases as politically active in networks making use of digital tools in microblogging platform for their media projection, communicating to their followers of their political activities and encouraging them to take part in democratic decisions in favor of their values and principles. Leaders make use of the images to communicate their activities in emotional and appellative way, reinforced by their attire in convergence to thematizations. In addition, the importance of being supported by their party colleagues is highlighted.