Análisis del impacto de la red social Tik Tok en la victoria electoral de Daniel Noboa, año 2023

Abstract

This study analyzes TikTok social media as a key tool for political communication and the promotion of political actors, emphasizing its influence in digital communication strategies during electoral campaigns. Through this analysis, it explores how digital platforms enable personal brand positioning and strengthen the closeness between politicians and the electorate by facilitating a more direct and personal interaction. A specific case that illustrate this phenomenon is that of Daniel Noboa, a young politician who ran for president in Ecuador, in 2023. Noboa achieved a clear victory in the early elections on October 15, 2023, following the dissolution of the National Assembly by President Guillermo Lasso. The study delves into his presence on social media, particularly in TikTok, which contributed to consolidating his image and connecting with voters. The analysis covers the dynamics of political communication in the digital environment and the impact of social media on building the public image of candidates, highlighting the relevance of platforms such as TikTok, in the contemporary electoral context.