Construcción de imaginarios sociales sobre el desarrollo de la Amazonía ecuatoriana en la red social TikTok
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Abstract
This study examines the construction of development imaginaries of the Ecuadorian Amazon on TikTok during the 2023 campaign for Yasuní’s conservation, held in parallel with the early presidential elections. In this process, citizens were consulted on whether oil extraction in Block 43, known as Yasuní ITT, should remain indefinitely underground.
A total of 264 videos published between June and August 2023, corresponding to the pre-campaign and campaign periods, were analyzed. The hashtags examined included #Amazonía, #SíAlYasuní, #YoVotoNo, #Yasuní, #ITT, #SíALaVida, #VotaNO, #Yasunidos, #Naturaleza, #YesToYasuní, #ConsultaPopular2023, and #DiLeSíAlYasuní, disseminated by organizations, parties, and collectives authorized by the National Electoral Council.
The study followed a quantitative approach and applied content analysis, using categories derived from Servaes’ perspectives: modernization, dependency, and multiplicity. Results show that multiplicity prevailed (36% in June; 46% in July–August), with pluralist and sustainable environmental narratives. Moreover, 54% of videos in August showed no clear stance. Environmental conservation was the dominant theme, peaking in July with 78% of publications.
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