Análisis del contenido publicado en prensa sobre Guillermo Lasso y Lenín Moreno, durante la campaña electoral de la primera vuelta del 2017, desde el marketing político

Abstract

This article analyzes the promotion of the candidacies of Moreno and Lasso in the first electoral round of Ecuador 2017. The objective is to determine the role played by the press in the construction of favorable or unfavorable images of candidates from political marketing, being the promotion, the outstanding element of the marketing mix, because it allows to spread the message with great coverage through public relations. The study of the press in the construction of the image of politicians is important because it influences the perception of the electorate towards the candidate. For this purpose, a content analysis was carried out with the material published in the press during the official campaign period. The results confirm that the official binomial was publicized positively in the public press, while the main opposition binomial was positively publicized in the private press. Both candidates promoted their image through direct publicity, using political rallies.