Political communication in the digital age: The influence of social networks on public perception and voting in Ecuador

Abstract

Contemporary political communication is being redefined by the digital age, which has turned social networks into a central stage for public debate and the articulation of influence. This article analyzes how the use of these platforms shapes public perception and voting decisions within the Ecuadorian context. Through a mixed-methodology approach that combines quantitative surveys and in-depth qualitative interviews, the research explores the complex interactions between citizens, political candidates, and the content they consume. The findings reveal a significant contradiction: although Ecuadorian users perceive that they are exposed to a diversity of opinions, in practice, they face a media ecosystem characterized by high polarization, systemic disinformation, and political communication strategies that, rather than persuading, often generate rejection. The influence of social media on voting, therefore, does not manifest as a change in preference but as a reinforcement of negative perceptions. The study concludes that social networks in Ecuador function as a double-edged sword: they are indispensable for civic participation while simultaneously fostering a climate of distrust and political disenchantment.