Presidential campaign in Ecuador 2023 driven by the TikTok virtual community and educommunication perspective

Abstract

Introduction: Political communication is being adapted to social networks and specifically to the TikTok style, integrating a two-way communication approach, as well as the implementation of strategies with high user segmentation, which reflects the evolution in the way that digital policy is developed in Ecuador. Objectives: Analyze the factors that have contributed to the success of Daniel Noboa's political campaign on TikTok as a second-round candidate for the presidency of Ecuador in 2023. Methodology: The methodology presents a mixed approach, using surveys. A sample that represents digital communication experts from the central zone of Ecuador. Results: Among the most relevant results are observed in the strategy, using BTL public spaces, challenges conducted by influencers, creation of concise and fun audiovisual content, interaction, the TikTok algorithm, direct communication, and the need to media literacy for responsible consumption and dissemination. Conclusions: The most crucial factor in the strategy is the emotional connection with the audience in which it is executed through the recruitment, interaction, and loyalty of voting users to achieve political objectives. But from the perspective of educommunication, it is necessary to develop skills for the consumption of content and responsible dissemination on social networks. General area of study: Social Sciences. Specific area of study: Political digital communication.