Transmedia Communication as a Casual Element in Political Strategy, Case Study: 2025 Ballot, Ecuador

DOI

10.2991/978-94-6463-868-4_19How to use a DOI?

Keywords

Transmedia Communication; Political Campaign; TikTok Ecuador

Abstract

This research analyzes the staging of the transmedia communication strategies of the candidates for the Presidency of Ecuador, Luisa Gonzáles and Daniel Noboa, who is the current president of the Latin American country. The study aims to analyze whether politicians’ campaign strategies include transmedia elements and whether or not this type of communication is used by political groups. We start from the hypothesis that in the 2025 runoff, there were transmedia elements, especially one with more success than the others, the cardboard Noboa. Part of the hypothesis is that politicians did not know how to take advantage of the opportunities that transmedia communication gives them. The research has a mixed methodological design because as methods, netnography and participant observation exercises were carried out on the candidates’ official websites and on their social networks, but with special emphasis on TikTok to identify the interactions that took place from the Noboa de Cartón hashtag between January and March 2025, which is the time that Ecuador’s presidential campaign lasted in the first round. In addition, two Python software programs were implemented, which belong to PySentimiento, a natural language processing library. And this was implemented as a technique of discourse analysis and the deception and interactions that occurred from the cardboard of the presidential candidate Daniel Noboa as a transmedia element, and what was the interaction that it achieved as a transmedia communication tool.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Paola Ulloa-López
AU  - Georgina Manzano
AU  - Juan P. Sotomayor
PY  - 2025
DA  - 2025/10/22
TI  - Transmedia Communication as a Casual Element in Political Strategy, Case Study: 2025 Ballot, Ecuador
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 197
EP  - 209
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_19
DO  - 10.2991/978-94-6463-868-4_19
ID  - Ulloa-López2025
ER  -