The slogans of the mayoral candidates for Portoviejo in the 2019 local elections
DOI:
https://doi.org/10.5281/zenodo.14289243Keywords:
mayoral elections, political campaigns, political slogans, emotional resonance, rhetorical analysis, voter perceptionAbstract
This study analyzes the use and impact of political slogans in the 2019 municipal elections in Portoviejo, Ecuador. A comprehensive examination was conducted to assess semantic density, emotional resonance, ideological positioning, and rhetorical appeal. Slogans with emotional and ideological cues were found to effectively leverage emotional and ideological cues to resonate with voters. In contrast, vague or generic slogans struggled to create memorable identities. The study demonstrates the importance of slogans as political branding tools, particularly in media-driven electoral contexts, and highlights their ability to encapsulate values, differentiate candidates, and shape voter perceptions. Recommendations for future campaigns emphasize the importance of culturally relevant, emotionally resonant, and ideologically clear messaging.
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Data Availability Statement
The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request.
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Copyright (c) 2025 Rauny J. Limonta (Author)
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