Imagen proyectada en tiempos de campaña: twitter un espacio de construcción de liderazgos políticos: caso de estudio: Xavier Hervas

Abstract

This study focuses on identifying the most relevant communication dynamics of the candidate Xavier Hervas (@xhervas) on the microblogging social network Twitter prior to the presidential elections of February 2021 in Ecuador. The research is of a non-exploratory type, its approach is quantitative and has a descriptive scope. The techniques used were content analysis and data mining such as Python to collect the candidate's tweets. As units of analysis, the most used tweets and hashtags were taken into consideration. Through the use of Twitter resources such as mentions, photographs, videos, hashtags, language and themes used in the publications, its communication dynamics were analyzed. One of the most relevant results is that they use the social network as a means of promoting their proposals and electoral campaigns. In addition to using two-way communication with the youth of the platform.