Political communication in the 2024 -2025 general elections in the province of Imbabura.

Abstract

This study analyzes the strategies and dynamics of political communication during the 2024-2025 general elections in the province of Imbabura, Ecuador, considering the digital context, national political tensions, and territorial specificities. The research adopts a mixed approach (qualitative and quantitative), with a documentary review and the administration of surveys to a representative sample of 384 citizens. The independent variable is political communication, while the dependent variable is electoral behavior. The results show that, although there was an intense campaign, social media were not perceived as effective or as a primary source of electoral information. The use of traditional media predominated, and the messages failed to connect with the territorial and cultural realities of Imbabura. Furthermore, a strong perception of misinformation on digital platforms and limited strategic planning in the use of digital narratives were identified. However, the majority positively valued the proactive approach of the campaigns, and some influence of digital discourses was observed among some voters. The study concludes that political communication in Imbabura needs greater contextualization, symbolic inclusion, and professionalization, especially in digital environments, to strengthen the bond between candidates and citizens and improve the democratic quality of local electoral processes.