Proyección de imagen de Ecuador durante las protestas 2019. Análisis de la gestión de comunicación de crisis gubernamental en Twitter

Abstract

This research seeks to identify the audience the audience for the government communication, the characteristics of the communication strategy that was used, and identify whether government strategies were established by the main spokespersons and political actors during the protests of October 2019 on the microblogging platform Twitter, based on the case study of Lenin Moreno, Otto Sonnenholzner, Juan Sebastian Roldan, Jose Valencia, Maria Paula Romo, Richard Martinez, General Oswaldo Jarrin, and the National Police. The Crimson Hexagon and Brandwatch tools were used for the extraction of tweets and content analysis. As the main results, all were to the general public, their communication was unidirectional with messages that provides certainty indicating solutions or compensation to overcome the crisis, known as crisis and chaos. In short, Twitter was used as an informative approach tool and government regulations were not implemented in microblogging.