Media Strategies in the 2023 Sectional Elections of Otavalo, Ecuador

Abstract

This study analyzes the impact of new media strategies on the 2023 sectional elections in Otavalo. To identify the tactics employed, the role of social networks like Facebook was evaluated in comparison to traditional communication methods in campaigns, aiming to determine whether these influenced citizens' decisions. The hypothesis proposed was that the use of social media, combined with photos, videos, and graphic text, contributed to strong positioning, especially with the participation of influential political figures, such as former President Rafael Correa. This impact generated a strong reaction among both core supporters and undecided voters, favoring the candidacy of Anabel Hermosa. A mixed methodology was used: interviews with the campaign team and analysis of Facebook posts through content and discourse matrices. The results highlight how the candidate managed to connect with a culturally diverse population. The strategy demonstrated that, with creativity in both digital and traditional communication, it is possible to genuinely connect with citizens, even on a limited budget. This study offers a new perspective on communication trends in local electoral campaigns with indigenous presence.