Narrativas transmedia y proximidad política en la campaña electoral de jorge yunda machado, alcaldía de quito 2019

María José Enríquez Cruz, Juan Sebastián Gómez Navas

    Producción científica: Contribución a una revistaArtículorevisión exhaustiva

    Resumen

    The study explores how transmedia storytelling was used to generate strategies of proximity in the municipal campaign of Jorge Yunda Machado to the Mayor of Quito 2019 elections, and how these conditioned the image of the candidate, as a «close and human» politician allowing an «anti-charismatic» identification toward the community of voters. For this a qualitative investigation was used, with content analysis (denotative and connotative) as a methodology for processing the information obtained from the media outlets and expert interviews. For the design of the model of analysis, the study considered the proposals of Canel (1999; 2008) on the organization and planning of electoral communication, and the contribution of Annunziata (2011), referred to political closeness. After the analysis, the study concludes that the proximity (physical and symbolic) of the candidate made the voters perceive him as an ordinary person, concerned about the problems affecting the majority of the citizens of Quito.

    Título traducido de la contribuciónTransmedia storytelling and political proximity in the electoral campaign of Jorge Yunda Machado, Mayor of Quito 2019
    Idioma originalEspañol
    Páginas (desde-hasta)39-56
    Número de páginas18
    PublicaciónFonseca Journal of Communication
    N.º22
    DOI
    EstadoPublicada - 1 jun. 2021

    Palabras clave

    • Communication
    • Electoral campaign
    • Propaganda
    • Proximity
    • Strategy
    • Transmedia storytelling

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