The construction of political identity in the 2021 Ecuadorian presidential elections Yaku Pérez case, advertising spot "Viene Lo Nuevo. Viene Lo Bueno" (New things are coming, Good is coming)

Abstract

This study aims to analyze the creation of a political identity, used by presidential candidate Yaku Pérez prior to the presidential Ecuadorian elections in 2021. For that matter, the advertising spot called “Viene Lo Nuevo, Viene Lo Bueno”, launched in December 2020, has been used as an object of analysis. This study allows us to identify the symbolic elements and discourses that shed light over a coherent creation of the candidate’s political identity.