Tik Tok’s power in political campaigns. Review of the Ecuadorian presidential elections of 2021 during the Covid-19 pandemic

Abstract

This work analyzes the use of social networks, in the context of COVID-19, during electoral campaigns, as a tool in political communication strategies to relate to new voters. The study uses a theoretical basis on political communication and communication strategies in the virtual environment and makes a distinction between the generations to whom the electoral campaigns on social networks are directed.

Subsequently, it observes the characteristics of platforms such as Tik Tok which was used by political candidates to spread their projects in the Ecuadorian elections of 2021. Through this data, it tries to elucidate the effectiveness of the presence of political messages on new platforms. Finally, it seeks to understand the level of relationship between the messages spread on social networks and the political actions of people which are translated into votes.