ANÁLISIS DEL CONTENIDO DE LAS CONVERSACIONES PÚBLICAS ACERCA DEL SENESCYT EN TWITTER UTILIZANDO SOCIAL LISTENING

Abstract

The influence of the National Secretary of Higher Education, Science, Technology and Innovation (SENESCYT) has taken a predominant relevance in the daily life of millions of Ecuadorians, that had led to a profound debate regarding the decisions and projects it endorse. To have a clear understanding of the trends in opinions and attitudes towards SENESCYT, the government entities and education professionals, can obtain information through the conversations that are occurring in social media networks like Twitter. The main objective of the present study is to analyze Twitter content to identify main conversations and trends using this social network historic information. The analyzed content was taken from a sample, extracted using the Social Listening tool Brandwatch, selected from tweets made between the period march 1,2015 and august 31,2016, using keywords in relation with SENESCYT. The tweets were grouped by sentiment, genre, thematic, handle information. As a result of the research it can be concluded that the majority of the opinionated comments expressed negative sentiment regarding the Secretary, and that the common citizens argue about the utility and their results.