Marketing Político Estratégico: Asignatura pendiente del siglo XXI

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viagra tablets price india Dr.FERNANDO-HERRERO-NIETOPor: Fernando Herrero Nieto/Presidente de VONSELMA GROUP/Director del Máster en Gobernanza Marketing Político y Comunicación Estratégica del Instituto Derecho Público de la Universidad Rey Juan Carlos & VONSELMA INTERNATIONAL/Presidente de ASESMAP

 @FHerreroNieto

Puesto que un político en campaña puede hacer todo con tal de aparecer, incluso adaptarse a las características de los medios. Puesto que saben que deben acotar los mensajes y que las imágenes son tan importantes como las palabras.

La experiencia que hemos tenido con VONSELMA INTERNATIONAL en Panamá, demuestra que mientras persistentemente las encuestas reflejan un rechazo a los políticos, finalmente sus acciones mediáticas marcan alzas o bajas de popularidad o intención de voto y demuestran además que los más mediáticos tienen más alta votación.

Mencionaba recién la “Nueva Democracia” o Democracia de los Medios. Sus inicios datan desde 1989 y consiste en que los Medios de Comunicación Social recogen e interpretan la opinión pública como un reemplazo de parlamento por lo que los MCS crean, o al menos influyen bastante en la creación de la Agenda Política. Es precisamente por el verdadero éxito de esta Nueva Democracia mediática por donde pasan mis inquietudes.

El problema de la Nueva Democracia es que los periodistas no son validados como mediadores para los votantes, quienes no se sienten interpretados por los profesionales de la comunicación y pasan a tener un gran protagonismo los nuevos consultores políticos interpretando la nueva política del S.XXI.

El Marketing Político Estratégico tienen como misión vender un producto y su éxito está dado por el triunfo de su candidato en las urnas, sin embargo, da la impresión de que es muy poco lo que se le pregunta al público y son los periodistas los que deciden lo que se le muestra a la gente (sin haber sido elegidos previamente) por lo que las dudas son: ¿Quién sabe lo que de verdad quiere la gente?;¿El público-votante está verdaderamente interesado en que le vendan al político como producto?;¿Quién le ha preguntado a la gente si le agrada la Democracia Mediática, o es que su efectividad es quien la tiene instalada como Exitosa? ¿Cómo pueden los ciudadanos conseguir sintonizar con esa nueva generación de votantes?

La pregunta queda abierta, en todo caso, ya que hablamos de sensaciones, la mía es que el público-votante lo ve como “lo que hay” pero en realidad le es indiferente y eso refleja en la alta abstención, lo que nos lleva a decir que la Nueva Democracia Mediática parece que es estable, pero no agradable ni muy participativa. ¿Cómo hacemos para cambiar lo no agradable y mantener la estabilidad?

A modo de propuesta, creo que sería necesario buscar un nuevo tipo de mensaje con el que el público se sienta incorporado, atendido y, sobre todo escuchado. Es decir, considero de vital importancia que las campañas, pero especialmente la comunicación política de la época en la que no hay sufragios, haga participe a los ciudadanos de su accionar y los involucre. De igual forma debe tener en cuenta que el electorado ha ido cambiando en el último tiempo y sus intereses, especialmente el de aquellos que recién tienen derecho a votar son los que más decepcionados se sienten del accionar proselitista de los políticos quienes “sólo aparecen en época de campaña”, lo que hace más evidente la necesidad de cambiar la forma de acercarse a los electores. En definitiva, si se quiere mantener esta Nueva Democracia Mediática es hora de crear nuevos mensajes reales de interés para nuevos futuros votantes.

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