Arturo Aguilar, Manuel González, Andrés Valdez

Communication and image for an emotional vote

Case: Communication and image strategies of candidate Juan Zepeda in the 2017 elections in the State of Mexico

• Broschiertes Buch

Produktbeschreibung

Demystifying a "truth" of the collective imaginary, which was in charge of creating and reproducing it, is not an easy task. When it comes to politics, it represents an even greater obstacle to know that the decisions made as reasonable citizens, do not always correspond to the realm of logical rationality; rather, they are influenced by a series of strategies aimed at encouraging something primitive of the human being: emotionality. This is the case of the electoral campaign led by Juan Zepeda, candidate to the Governorship of the State of Mexico for the period 2017-2023 for the Party of the Democratic Revolution, because with a series of political-electoral marketing strategies he managed to position himself in third place after 59 days of campaigning. This research intends to demonstrate through theory the type of campaign, which was of a playful nature, and the strategies employed, were to mobilize the emotional vote of the electorate; disguised as a myth, also built as a strategy, of a rational vote. It is a challenge as any social political research, since we open the debate to analyze eloquent speeches masked as rationality.

Produktdetails

• Verlag: Our Knowledge Publishing
• Seitenzahl: 60
• Erscheinungstermin: 17. Oktober 2023
• Englisch
• Abmessung: 220mm x 150mm x 4mm
• Gewicht: 107g
• ISBN-13: 9786206569848
• ISBN-10: 6206569845
• Artikelnr.: 69165232

Autorenporträt

Former university counselor representing the Faculty of Political and Social Sciences of the Autonomous University of the State of Mexico. Graduated with a Bachelor's Degree in Communication with a major in political communication from the same institution. Advisor in electoral campaigns at the municipal level and correspondent for El Sol de Toluca.