Manejo de la comunicación política a través de redes sociales dentro del contexto electoral: sistematización del caso de María Caridad Vázquez, durante diciembre de 2013 y enero de 2014, candidata a Prefecta del Azuay por Movimiento PAIS

Abstract

The present research has as main objective to systematize the information generated by the management of communication through social networks within the electoral context, María Caridad Vázquez campaign during December 2013 and January 2014 candidate Prefect of Azuay by “PAIS” Movement therefore, it takes place in the city of Cuenca, Azuay Province, Ecuador. To achieve this goal, it has raised a descriptive research because the characteristics of a specific situation in a given time are described, and analytical-inductive, as it is to collect the pieces of information to systematize in one document. The methodological work is based on the use of techniques such as literature review documentary and developing a short playbook of political marketing in social networks based on the errors found in campaign case study, of María Caridad Vázquez. Overall, it is noted that the use of social networks to implement campaigns of electoral marketing is booming at present, but are not always well-managed, as in the case study which has found that the biggest problem was information saturation and exaggerated account of the campaign messages with government movement, which overshadowed the image of the candidate.