Huella de Evita: Populismo y Liderazgo Femenino en América Latina Caso: Marcela Aguiñaga

Abstract

The present thesis aims to outline a theoretical-methodological approach to the study of populist leaderships of political actors in Latin America during 2013 - 2023. The study is non-experimental, and was conducted based on the publications made on the social network Instagram of the Prefect of Guayas, Marcela Aguiñaga. The research is quantitative in nature, and exploratory-descriptive in scope. The data were extracted in an analysis sheet made in Google Forms. Two hundred publications were analyzed between October 10, 2023 and November 5, 2023. The results identify the type of publication most used, being this video/reel suggesting that the preferred communication of the leader is visual and dynamic, preferring an experience and visual content when sharing their work and communications, also reflect the constant presence of women in their publications, this indicates that most of them, the message is associated with women, appealing to their rights and their quality of life, the mood they have every time they share content being this neutral, their constant use of communication style is narrative or "storytelling", this leaves us as a result that the leader Marcela Aguiñaga prefers to communicate through stories, connect with the emotional side of Key words: populism, leadership, gender, politics and discours