Análisis del Discurso Político en Facebook e Instagram de la Parlamentaria Andina Verónica Arias en la Percepción Ciudadana de los Ecuatorianos Durante el Periodo Enero - Diciembre 2024

This research arises from an interest in understanding how political actors shape their messages in contexts of polarization, citizen disaffection, and institutional crisis. Political discourse has become a key tool for building legitimacy, generating trust, and mobilizing support. Verónica Arias's speech on Facebook and Instagram during 2024 was analyzed, with the objective of identifying communication strategies, predominant topics, and their impact on public perception. Using a qualitative focus and discourse analysis, the article examines the verbal, nonverbal, rhetorical, and emotional elements she has used to connect with her audience. The results present communication based on emotion, inclusive language, and a narrative that is both close and critical of the government, focusing on security, the economy, education, and unemployment. According to the experts interviewed, her speech stands out for its coherence, empathetic tone, and her capacity for emotional connection. Verónica Arias affirmed that her speech seeks to build hope from the ground up, prioritizing the right to live without fear, to have decent employment, and to be heard. She stated that her political proposal is ethical and accessible to the people. Furthermore, there was evidence of consistency between her verbal and visual message, reinforcing an approachable and empathetic image, although with little attention in her legislative work in the Andean Parliament.