Abstract
This study compares the digital campaigns of Ecuadorian presidential candidates, Daniel Noboa and Luisa González, during the 2025 runoff election. Using big data and social lis-tening tools, such as Talkwalker, the analysis focuses on voter behavior on social media, through engagement, positive, negative and neutral sentiments, and the potential reach of posts, during the last week, from April 9 to 13, of the election campaign. A semiotic analysis of the presidential debate was carried out on March 23. The results showed that Noboa led the engagement with 1,400,000 interactions compared to 967,000 for González. In addition, Noboa achieved greater visibility on networks, with a potential reach of 14,400,000 users, while González reached 830,000. The results confirm Noboa’s success on social media platforms, while Gonzalez’s campaign showed less interaction and participation in the digital community, as also evidenced by a predominance of neutral sentiment. In addition, semiotic analysis reveals how the discursive strategies of the debate were shaped by chains of signifiers and rhetorical oppositions that played a crucial role in the construction of the image of the candidates in the networks.
Presenters
Diana AuzDocente, Facultad de Ciencias Sociales y Derecho, Universidad Laica Vicente Rocafuerte de Guayaquil, Guayas, Ecuador
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
SOCIAL NETWORKS, COMMUNICATION, ELECTORAL CAMPAIGNS
