The impact of social media on the dissemination of political content in the city of Portoviejo

Authors

Cesar Enrique Andraus Quintero Universidad San Gregorio de Portoviejo
Jorge Gutiérrez Fernández Universidad San Gregorio de Portoviejo

DOI:

https://doi.org/10.33936/rehuso.v9i2.6431

Keywords:

Social media, communication, influence, citizen participation, political diffusion

Abstract

Currently, social media (SM) have transcended their original function and have redefined social and political interaction. This study analyzes the impact of social networks on the dissemination of political content in the city of Portoviejo. It focuses on how SRs have influenced the propagation and reception of political content in the city of Portoviejo, Ecuador. The objectives were aimed at identifying the preferred SM platforms, evaluating political content formats and measuring their influence on political opinions. The methodology adopted was a mixed approach, with a cross-sectional and prospective design. An anonymous physical survey was used, validated with concordance coefficients and Cronbach's Alpha. The results highlight SM preferences (Facebook, Instagram, TikTok, YouTube), diversification of multimedia content, exposure to diverse political perspectives, influence on opinions and voting decisions, variable levels of online participation and improvement in political discourse. Demographic and generational differences in the use and influence of SM were also observed. These findings enrich the understanding of the political landscape in Portoviejo, providing essential insights for informed political decision-making and effective strategies in the digital age.

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