Analysis and influence of the discourse on the voting population of Loja - Ecuador
Abstract
The objective of this article is to analyze the discourse, as well as to make known its influence first hand, this under the conception of the piece and tool used within the varied communication strategies in a political campaign. It is based on the hypothesis that the discourse, with a good story and exposition, of a strong emotional charge - although it is capable of capturing the attention of the public and inducing it to carry out actions - today it would be contributing very little in the image formation of a candidate, since the distant population would have a general negative perception towards politics.The research highlights this rejection especially in older people, compared to younger people who denote a better acceptance towards politics and, therefore, their attention to discourse.The main challenge of this research aims to awaken the search for innovative communicational political strategies, which make the discourse an attractive input, in front of an increasingly educated, participative, diverse audience and exposed to many contents; together with the advances in communication technology that massify and improve the possibilities of its impact.
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