Branding personal del candidato político. Pedro Sánchez y Pablo Iglesias. Un análisis comparado
Gómez Patiño, María Guadalupe (Universidad de Zaragoza)
Resumen: En todo el mundo occidental y democrático, las cibercampañas electorales son cada vez más frecuentes. Los candidatos establecen al inicio de campaña la imagen que desean proyectar y transmitir sobre sí mismos a la opinión pública. En este estudio se analiza la imagen personal (personal branding) de Pedro Sánchez y de Pablo Iglesias, candidatos del PSOE y de PODEMOS respectivamente en sus webs de la campaña electoral de 2015-16. Su imagen personal y política es analizada desde cuatro variables descriptivas de sus rasgos: 1) biográficos, 2) personales, 3) cualificación académica, 4) posicionamiento ideológico, y 5) habilidades comunicativas, que consecuentemente construyen la imagen estratégica que ambos quieren hacer de ellos mismos. Es un análisis de intención, no de percepción. Es por ello que este trabajo presenta una descripción analítica del constructo de su marca personal basado en el análisis del discurso sobre las variables mencionadas. El estudio revela las diferencias y similitudes de ambos en su presentación intencional: marca personal y política. Los resultados permiten reflexionar, interpretar, comparar sus imágenes personales desde la intención y no desde la percepción. La conclusión que muestra su imagen política abre un interrogante interesante: si la imagen proyectada es la que querían ofrecer.
roughout the western and democratic world, the electoral cybercampaigns are increasingly frequent. e candidates establish
the image they wish to project and transmit to the public (electorate) at the beginning of the campaign. is study presents and analyses the personal and political branding of Pedro Sánchez and Pablo Iglesias, candidates of the PSOE and PODEMOS parties respectively, in their webs for the election campaign 2015-16.Both candidates had the possibility of designing and projecting their personal and political image according to four of their trait variables: 1) biographical, 2) personal, 3) academic qualification, 4) ideological position, and 5) communication skills that constitute the strategic image that both candidates want to have. It is an analysis of intention, not perception. erefore, this work presents an analytical description of the construct of their personal brand based on the discourse analysis on the mentioned variables. e study reveals the differences and similarities of their intentional presentation, with their personal and political brand. e results allow to reflect, interpret and compare their intentional and not perceptional personal and political brand. e conclusion shows that their political image opens an interesting question: is the projected image the one they wanted to offer?
Idioma: Español
Año: 2020
Publicado en: Cuadernos de la Facultad de Humanidades y Ciencias Sociales. Universidad Nacional de Jujuy 56 (2020), 41-60
ISSN: 0327-1471
Originalmente disponible en: Texto completo de la revista
Tipo y forma: Article (Published version)
Área (Departamento): Área Periodismo (Unidad Predepartam. Period.Co.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
Exportado de SIDERAL (2023-11-08-20:13:55)
Visitas y descargas
roughout the western and democratic world, the electoral cybercampaigns are increasingly frequent. e candidates establish
the image they wish to project and transmit to the public (electorate) at the beginning of the campaign. is study presents and analyses the personal and political branding of Pedro Sánchez and Pablo Iglesias, candidates of the PSOE and PODEMOS parties respectively, in their webs for the election campaign 2015-16.Both candidates had the possibility of designing and projecting their personal and political image according to four of their trait variables: 1) biographical, 2) personal, 3) academic qualification, 4) ideological position, and 5) communication skills that constitute the strategic image that both candidates want to have. It is an analysis of intention, not perception. erefore, this work presents an analytical description of the construct of their personal brand based on the discourse analysis on the mentioned variables. e study reveals the differences and similarities of their intentional presentation, with their personal and political brand. e results allow to reflect, interpret and compare their intentional and not perceptional personal and political brand. e conclusion shows that their political image opens an interesting question: is the projected image the one they wanted to offer?
Idioma: Español
Año: 2020
Publicado en: Cuadernos de la Facultad de Humanidades y Ciencias Sociales. Universidad Nacional de Jujuy 56 (2020), 41-60
ISSN: 0327-1471
Originalmente disponible en: Texto completo de la revista
Tipo y forma: Article (Published version)
Área (Departamento): Área Periodismo (Unidad Predepartam. Period.Co.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. Exportado de SIDERAL (2023-11-08-20:13:55)
Permalink:
Visitas y descargas
Este artículo se encuentra en las siguientes colecciones:
Articles
Record created 2020-08-06, last modified 2023-11-08