Análisis del discurso de la campaña electoral en Tik Tok e Instagram de los candidatos a la alcaldía de Cuenca para el periodo 2023-2027

This thesis analyzes the electoral campaign discourse on TikTok and Instagram of the candidates for mayor of Cuenca for the period 2023-2027. The main objective is to examine the discourses used by the candidates Pedro Palacios, Paul Carrasco, and Cristian Zamora on these platforms, considering the content of their publications and the discursive strategies employed. The publications made during the campaign were compiled and evaluated, analyzing themes, tone of discourse, use of images and videos, and interactions generated. Tables and classifications were created to identify discursive strategies in categories such as background, surface, and body movements. The results of the study provide an in-depth understanding of the discourses employed by the candidates, their impact on political communication in social networks, and their influence on the candidates' public opinion and image formation