The Voter and the Propagandistic Discourse on Facebook. Analysis of the Discourse and Perception of the Ecuadorian Voter.

This research project examines the influence of propagandistic content on Facebook during the 2023 sectional elections in Imbabura, Ecuador. It draws attention to the strategic communication requirements that align with generational preferences and the distinctive characteristics of each digital platform. The objective is to elucidate the influence of such content on voting decisions and public perceptions of candidates. A case study approach was employed, integrating discourse analysis through Atlas.ti and the application of factor analysis to survey interpretation. The findings revealed that specific content, such as memes, exerts a notable influence on the younger electorate. This influence is reinforced by communication strategies that emphasise the frequency and repetition of this content, although no direct correlation with key demographic variables was found. Furthermore, the study demonstrates that a communication strategy devoid of value con-tent reduces social networks to mere information channels, akin to open television. In conclusion, the study emphasises the necessity for digital communication strategies that prioritise the crea-tion of valuable content for audiences, with the aim of fostering a more discerning and engaged electorate.