Uso de TikTok en la segunda vuelta de las elecciones presidenciales de Ecuador 2023

Abstract

Abstract: Social media has taken on a leading role in political communication, with TikTok emerging as one of the most influential platforms during the second round of the 2023 presidential election in Ecuador. This research analyzes the use of TikTok by the finalists Daniel Noboa and Luisa González. It focuses on how they utilized the platform to disseminate content, shape narratives, and emotionally connect with the electorate. A mixed-methods approach was applied: the study involved an analysis of the content published on the official accounts of both candidates, as well as semi-structured interviews with political communication experts and politicians. The results show that TikTok has become a strategic tool in electoral campaigns, allowing messages to reach wider audiences and resonate with younger voters. However, its effectiveness does not guarantee electoral success. Daniel Noboa made better use of the platform, achieving greater growth and visibility, while Luisa González, although she increased her presence, maintained a more traditional approach. The research concludes that TikTok can influence public perception, but it must be integrated into a coherent communication strategy.