Estrategias de comunicación política y su influencia en la opinión pública en la segunda vuelta electoral en Ecuador entre Acción Democrática Nacional y Revolución Ciudadana, marzo–abril 2025.

Abstract

The study addressed the issue of the influence of communication content disseminated by Acción Democrática Nacional and Revolución Ciudadana on TikTok and the social network X on public opinion in the urban population of Guaranda during the second round of elections held between March 23 and April 10, 2025, considering the role of digital platforms in shaping political perceptions. The objective was to determine the relationship between this content and public opinion, as well as to identify its characteristics and describe citizens' perceptions. The research was conducted using a quantitative a,roach with qualitative su,ort, employing structured surveys administered to 393 participants and content analysis processed using SPSS software, where Pearson's correlation coefficient was used to establish the relationship between variables. The results showed that 52% of the population directly observed political content and 42% occasionally, while 56% identified predominant visual formats and 67% considered the messages unclear. Furthermore, the statistical analysis showed a strong positive correlation (r = 0.863; p < 0.05), indicating a significant association between communication content and public opinion. In conclusion, it was determined that exposure to digital content influenced how the population constructed its perceptions, demonstrating that interaction, format, and the emotional charge of the messages influenced the interpretation of political information within the studied context.