Video Games in Political Campaigns and as a Sociocultural Text—A Case Study in Ecuador

This study examines the use of video games as a tool for political propaganda through a fusion of scientific research methods. The video game is analyzed as an audiovisual and cultural text, incorporating Fernández Vara’s method (2019) and visual discourse analysis. The event developed on the GuayakillRP server during Ecuador’s general elections in February 2023 is the case study, as it is the most immediate and relevant case in the Latin American context. Data was collected from the digital gaming community of the GTA video game, specifically in the GuayaKillRP server, using techniques such as virtual ethnography during the last week of the campaign. The analysis reveals that the video game must establish a synergy between its narrative, the politician's proposals, and the citizens’ expectations to effectively convey political messages.