Reputación online de Lenin Moreno en la plataforma Microblogging Twitter durante el periodo 2019 – 2021

Abstract

The objective of this research work is to explore the construction of the reputation of former president Lenin Moreno, based on the public perception on the microblogging platform Twitter during the period 2019 - 2021 within a general political panorama, the same one that encompasses topics such as communication. digital politics, moments of crisis and use of social networks. The methodological design of the research is of a mixed approach. The research modality is exploratory and not experimental since it will be through observation. For the extraction and analysis of the tweets of the political leader and other users, the microbloggin Twitter platform will be used. The units of analysis were tweets and hashtags that made reference to the political leader. Among the research findings, it was possible to conclude that the users of the social network have a negative perception about the leadership strategies of Lenin Moreno. However, the use of the hashtag helped to promote the digital political image that the former president had, who, despite receiving negative comments against his image, his presence increased on social networks after the protests of 2019. KEYWORDS: POLITICAL LEADERSHIP, REPUTATION, DIGITAL POLITICAL COMMUNICATION, SOCIAL