Social Media as a Platform in which the Public Opinion of Young People is Constructed. Case Study Ecuador

Abstract

This study examines the influence of digital platforms on the shaping of public opinion among young people in Ecuador, with a focus on their sources of information and their attitudes towards the news and political content they receive. The methodology employed was netnography, which included participant observation of young communities discussing political topics. Additionally, the research was triangulated with surveys, two focus groups, an interview with a clinical psychologist, and the visual discourse analysis of two influencers, the most popular in the young people consulted. The results reveal that social media plays a fundamental role in shaping public opinion, as it provides them with easy access to various perspectives and information through hypermediation in digital media. The findings are valuable for informing more effective and responsible communication strategies directed toward public opinion and political information intended for young people.