Women in Politics in the Digital Era: An Analysis of Visual Discourse on Facebook and Public Perception in Quito, Ecuador

Abstract

In today’s political sphere, social media has become a crucial space for shaping the image of female politicians. Facebook, in particular, has established itself as a platform where visual discourse plays a central role in digital communication. This analysis focuses on understanding how female politicians in Quito use this platform to generate visual discourse and project their identities in the digital environment. Facebook's growing influence in political life has transformed communication and campaign strategies; however, a significant gap remains in understanding how the audiovisual narrative of female politicians impacts public perception. Therefore, it is necessary to analyze the visual narrative in posts on this social media platform to identify its impact on content consumption and dissemination in the current context.  The methodology used was mixed, non-experimental, with content analysis on Facebook, as well as in-depth interviews and metric analysis, which enabled more accurate results. In conclusion, the results showed that Facebook significantly shapes perceptions of female politicians in Quito, as its narratives generate meanings and identities that directly influence public perception.