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- Title
Spot electoral: estrategia de visualización de candidatos en las campañas políticas.
- Authors
Lozano García, Mario Alexander
- Abstract
They describe the electoral spot as a "compressed communication format, the main audiovisual communication space between the electorate and political parties", it is loaded with persuasive political marketing techniques that seeks to generate a certain capacity for influence (negative or positive) on the electorate. The advertising piece has also been defined by scholars of political communication as video politics. This article shows the use of the spot in the electoral campaigns of some candidates to the presidency in Colombia during the nineties and the beginning of the new millennium, of candidates to the Colombian Congress in 2014, especially in the department of Boyacá and the election process to the Congress of the Republic 2018. There, the candidates for Boyacá consolidate the use of Information and Communication Technologies-ICT to achieve the visualization of their spots. Some theoretical elements developed obey the terms electoral media ecosystem; the stories that manage to be told in the videos, based on seven communicative codes: linguistic language; kinesic language; proxemic language; iridological language; physiological language; fashion; and non-verbal values voice. The work is a product of the finalized project Electoral behavior in Boyacá 2018: from the Congress of the Republic and Presidential contests.
- Publication
Reflexión Politica, 2021, Vol 23, Issue 47, p98
- ISSN
0124-0781
- Publication type
Article
- DOI
10.29375/01240781.4137