Agenda in the Electoral Campaign: The Cases of Spain and Ecuador

The study of agendas is one of the longest running themes in Communication; these analyses become all the more relevant during election periods as more attention is paid to them at that time by the players involved (politicians, media professionals and citizens). In addition, it is the time of most interaction. In this piece of work, we have carried out a comparative study of media agendas of the electoral campaigns of Spain (2015–2016) and Ecuador (2017), with the aim of finding out which issues the media deem to be the most important and whether or not they are similar to the opinion of the general public. The results obtained reveal a greater importance of political issues during the electoral campaign on the front pages as well as those which accentuate confrontation – far removed from social concerns.