Communication strategies of the national government of Daniel Noboa on the social network “X” regarding the Popular Consultation of April 21, 2024

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Communication strategies of the national government of Daniel Noboa on the social network “X” regarding the Popular Consultation of April 21, 2024
PDF (Spanish)
Published: 2025-11-26
DOI: https://doi.org/10.18272/pd.v9i1.3950
Keywords:
electoral campaigns, political communication, electorate, public opinion, Ecuador, communication strategy

Main Article Content

Iris Díaz Alulima
Universidad Nacional de Loja
https://orcid.org/0009-0008-0355-3272
Mg. Sc. Gladiz Salazar Atiencie
Universidad Nacional de Loja
https://orcid.org/0000-0002-8224-7239
Hever Sánchez
Universidad Nacional de Loja
https://orcid.org/0000-0001-5189-5164

Abstract

This study analyzes the communication strategies used by the government of Daniel Noboa on the social network X during the campaign for the Popular Consultation held on April 21, 2024. A mixed-methods approach was applied using observation forms and interviews with political communication experts. Findings reveal a strategy based on emotional messages about security and employment, with strong digital impact but limited by the lack of a persuasive narrative and disconnection from popular sectors.

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Article Details

Issue

Vol. 9 No. 1 (2025): Encounters without borders: sports, migration, gender, environment, security

Section

#Now
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Author Biographies

Iris Díaz Alulima, Universidad Nacional de Loja

A graduate of the Communication program at the National University of Loja. She has conducted research related to communication and political communication.

 

Mg. Sc. Gladiz Salazar Atiencie, Universidad Nacional de Loja

Master's degree in Communication, specializing in research and digital culture. Bachelor's degree in Communication Sciences from the National University of Loja. Professional development analyst for faculty at the National University of Loja.

 

Hever Sánchez, Universidad Nacional de Loja

Research professor at the National University of Loja. Columnist for several national media outlets.

How to Cite

Díaz Alulima, I., Salazar Atienie, G. A., & Sánchez Martínez, H. (2025). Communication strategies of the national government of Daniel Noboa on the social network “X” regarding the Popular Consultation of April 21, 2024. #PerDebate, 9(1), 16. https://doi.org/10.18272/pd.v9i1.3950

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