La dependencia de la política del siglo XXI

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la foto (3)Por: Fernando Herrero Nieto/ Presidente de VONSELMA GROUP/ Director de Máster en Gobernanza Marketing Político y Comunicación Estratégica del Instituto Derecho Público de la Universidad Rey Juan Carlos & VONSELMA INTERNATIONAL/ Presidente de ASESMAP

medication from mexico

@FHerreroNieto

En el día de hoy a nadie sorprende, que el marketing político estratégico se ha desarrollado rápidamente comparándole con años anteriores, en épocas pasadas los Medios de difusión Social eran tan solo un mero vinculo de Comunicación político-social propagandística y locuaz entre la clase dominante y el pueblo llano con poca iniciativa y autonomía por parte de los Medios de Comunicación masiva.

Es importante, fundamental, mantener informada a la ciudadanía en todo su conjunto, todo esto nos va a llevar a mantener una DEPENDENCIA PERMANENTE Y MUTANTE.

Que debemos de comunicar; que decir; cómo hacerlo: en que marco, contexto; dónde darlo a conocer, todas estas preguntas y muchas más son las que se deben de formular los líderes del siglo XXI, si desean tener una carrera fructífera y llena de éxitos en ese sentido la importancia del Marketing Político y la Consultoría Estratégica estará destinada para crear opinión, conseguir un aumento representativo del electorado, ganar un sólido posicionamiento y como no llegar al TRIUNFO ELECTORAL.

Por todo esto, y dada la creciente y pujante crisis económica, política e ideológica que parece no tener fin la Asociación Española de Marketing Político y Electoral ASESMAP junto con el Instituto de Directivos de Empresa IDE-CESEM, y yo como Director del Programa, lanzamos para este año un master en Marketing Político y Consultoría Estratégica que a más de uno de dos y de tres recomendaría que realizasen, principalmente por la necesidad de formación de nuestros líderes políticos y sociales, que a buen seguro no les vendría nada mal.

De todo esto cabe destacar aquí un aspecto crucial: La Política como engranaje del Mercado. Esto ha llevado a que ahora la comunicación que se hace sobre los aspectos políticos se elabora de tal forma que se “vende la imagen” (fuerte o débil) del líder político, lo que se mezcla con el interés de los Medios de Comunicación por entregar informaciones sin que tengan mucho cuidado con la calidad de las noticias, siempre y cuando el público se sienta atraído. De aquí nos CONDUCE ineludiblemente a la malograda política espectáculo-destrucción, que tan en boga está actualmente.

Esa misma propuesta de “vender” tanto de Medios como de Políticos hace que la Agenda Mediática incluya pocos sucesos improvisados y muchos eventos programados, es decir, el 70% de las informaciones que presenta la prensa (escrita, radio y televisión, internet) se basan en conferencias de prensa o actividades públicas de políticos o celebridades y el 30% restante son los “temas de actualidad diaria” que muchas veces incluyen cosas de poca relevancia y que interesan a muy pocas personas.

Pero la consultora de los Medios Comunicativos está hecha de esa forma no por accidente, sino porque las nuevas tecnologías, esas mismas que les han ayudado a los periodistas a ser indispensables hoy les complican un poco la vida. De un tiempo a esta parte, con la llegada de los blogs y los mensajes de texto (SMS), que traen consigo la “Comunicación Express”, bilateral o multilateral, ha pasado a ser un nuevo competidor de los Medios que se ven obligados a entregar algo más que la información básica, lo que los hace entrar en la entrega de símbolos, interpretaciones y opiniones que conquisten al consumidos-comprador. Estos símbolos lo son: los espacios conocidos; el aprecio populista y la simplicidad visual Aquí manda el objetivo y se usa la formula fílmica para ir directo a lo importante a través de sensaciones. La pregunta que cabe hacerse es: ¿si hay comunicación express por parte de los políticos habrá percepción express por parte de los receptores?

Seguramente estos temas han sido abordados y aun son parte de estudios extensos. Un experto en la materia es el Consultor Estratégico Político Javier Jarauta Rodriguez quien habla de la “Generación 11” o “onceava generación” que es aquella que busca llegar al público con temas simples y básicos que atraigan al consumidor-votante. Un ejemplo de campañas destinadas a este tipo de público es la de George W.Bush en su reelección presidencial de 2004, cuando un presidente que ante la Opinión Publica estaba considerando como “malo” fue reelecto con una percepción de relativa facilidad entre otras cosas gracias a que el arquitecto de su campaña, Kart Rove, Utilizó la técnica conocida como MTV, en honor al canal de videos musicales y que consiste en utilizar Luz, Color e Imagen y además se apoyó en el “marketing viral” que trabaja con mitos y rumores atacando al rival (en este caso el demócrata John Kerry).

En definitiva, utilizaremos la “Nueva Democracia”, es decir, la Democracia Mediática-Directa que se basa en el Principio-Derecho de Libertad de información, mezclando la política con publicidad y generando sensaciones de que el producto “A” es el útil, mientras que el producto “B” es malo. Si, por ejemplo, fuesen detergentes blanqueadores, “A” saca las manchas y deja como nuevo y “B” solo limpia pero se va notando el desgaste de la ropa p a veces incluso deja la ropa sucia. Esto puede ser falso, pero al trabajar con sensaciones es imposible demostrarlo; es el subconsciente el que te ayuda a que ese algo que quieres quede en la retina y para ello es que utilizas esencialmente las imágenes y de ahí entre de lleno las técnicas en Marketing político y Electoral.

Con este ejemplo una de las cosas de fondo que quiero dar a entender es que los políticos de hoy están obligados a ser creativos, a crear y reinventar temas de interés para la prensa, la que no está dispuesta a hacerles gratuitamente sus campañas. Esto puede ser un atributo, puede también ser una distorsión.

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