Media framing of municipal public management on Facebook: a comparative analysis of local media in Latacunga

Abstract

Objective: This research examined the news coverage provided by *La Gaceta Cotopaxi* and Radio Latacunga regarding the public administration of the Latacunga Municipal Government (GAD) during the first four months of 2026. Methodology: Through a content analysis of a corpus of 50 publications identified as municipal in theme, six key areas of partial or total overlap between the two outlets were identified: the collection of waste management fees and the role of EPAGAL; stalled or under-executed public works projects; urban mobility; tensions between Mayor Fabricio Tinajero and the *Unidad Popular* organization; and the regulation of informal commerce and public space enforcement operations. Results and Discussion: The decisive difference lay not in the topics selected, but in the framing strategies each outlet employed to construct them. *La Gaceta Cotopaxi* favored an institutional, almost chronological frame centered on the voices of authorities and administrative milestones; conversely, Radio Latacunga operated as a community-oriented outlet, where citizen voices, rural parishes, and persistent grievances shaped the coverage. Conclusion: This study provides precise data on the role of digital journalism in Latacunga, focusing on two media outlets that play a significant part in public discourse on Facebook. Contribution: It contributes to the study of political communication and local journalism in virtual environments, laying the groundwork for future analyses regarding framing and public communication within local governments and municipal administration.