La estrategia de comunicación integral y su incidencia en la campaña electoral del periodo febrero-marzo de 2019 a la Alcaldía del cantón Yantzaza

Abstract

Abstract:Political communication represents a relevant discipline in the orientation of an electoral campaign, as a process that enables the achievement of objectives within the planning framework. For the purposes of this research, the study of political communication and its components is deepened. Strategic planning is a critical issue in the race to gain popular acceptance for dignity. The thematic analysis is based on the events of the communicational scenario that transcended from the stores that participated to reach the Mayor of Yantzaza. In fulfilling this purpose, a diverse methodology was used. The methods: descriptive, exploratory and analytical, as mechanisms of description, bibliographic review and segmentation. Meanwhile, with qualitative and quantitative tools, relevant foundations were achieved by political actors. At the end of the research, it was possible to establish how a political communication process in the electoral sphere represents a diverse scenario of actions and emotions, which leads to legible effects of social connotation in the sphere of public opinion.