Browsing by Author "Villavicencio Vera, Nathaly Elizabeth"

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    Análisis de las estrategias de comunicación empleadas por el partido político Revolución Ciudadana durante el último periodo electoral
    (Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2025-10-28) Arévalo Carpio, Mateo Ismael; Villavicencio Vera, Nathaly Elizabeth; Soto Alemán, Leonel Hernán
    This research analyzed the communication strategies employed by the political movement Revolución Ciudadana during the runoff of the most recent electoral period. A qualitative methodological approach was used, including document review, observation, and interviews with experts in political communication. This study aims to establish a precedent to guide future research on communication strategies in electoral campaigns, based on the identification of such strategies, the analysis of their context, and their execution. The findings indicate that the strategies prioritized symbolic and emotional elements, positioning the candidate, Luisa González, as a resilient and approachable figure. However, weaknesses were identified, such as limited feedback from the electorate, insufficient technical argumentation, and a lack of symbolic coherence at certain moments of the campaign. Overall, the strategies did not fully align with the political and social context of the country, which affected their effectiveness.