This is an outdated version published on 2023-05-27. Read the most recent version.

PERSUASIVE AND NARRATIVE ELEMENTS DETERMINING IN THE CREATION OF A MEDIA CHARACTER THROUGH THE USE OF PERSONAL BRANDING TO GENERATE AN IMPACT OF SOCIAL INFLUENCE REPRESENTED IN INCREASED VOTES WITHIN A POLITICAL CAMPAIGN. CASE STUDY: SAMUEL GARCÍA'S GOVER

Authors

DOI:

https://doi.org/10.24054/face.v23i2.2464

Keywords:

Personal branding, political campaigns, advertising

Abstract

In electoral campaigns, a large amount of capital is for publicity and political communication, where each party oversees carrying out logistics that build a symbolic brand of the candidate. In addition, it is undeniable to mention that the world is in constant development thanks to the advancement of technology, which has allowed a hyperconnected society to modify not only access to content, but also social behavior, purchasing trends and political viewing; However, if a comparison is made of these changes in society in relation to the quality of the electoral campaigns, a lack of congruence between one and the other can be appreciated, since it seems that the communication strategies were stagnant and do not adapt. to the consumer. of the XXI. For this reason, an analysis of the campaign of Samuel García for the governorship of Nuevo León was completed, who stood out for knowing how to captivate his electorate

Downloads

Download data is not yet available.

References

Balcázar, P., González, N., Gurrola, G. y Moysén, A. (2013). Investigación cualitativa. Universidad Autónoma Del Estado De México. México.

Edelman Trust Barometrer. (2021). Edelman Trust Barometrer 2021: Confianza en México. Edelman Trust Barometrer. Recuperado de https://www.edelman.lat/sites/g/files/aatuss296/fi les/2021- 02/2021%20Mexico%20Country%20Report%20-%20Spanish.pdf

El Financiero. (07 de junio del 2021). Cierre PREP Nuevo León: Samuel García gana la gubernatura con 36.6% de votos. El Financiero. Recuperado de https://www.elfinanciero.com.mx/elecciones- 2021/2021/06/07/samuel-garcia-gana-la- gubernatura-de-nuevo-leon-con-366-de-votos/

García, L. (2021). ¿Por qué ganó Movimiento Ciudadano elecciones de NL? Expertas te dicen. CONECTA: El sitio de noticias del Tecnológico de Monterrey. Recuperado de https://tec.mx/es/noticias/monterrey/educacion/p or-que-gano-movimiento-ciudadano-elecciones- en-nl-expertas-te-dicen

Instituto Nacional Electoral. (2021). Voto Y Elecciones/Elecciones 2021/ Nuevo León. Recuperado el 26 de septiembre del 2022. https://www.ine.mx/voto-y- elecciones/elecciones-2021/nuevo-leon/

Mokther, A. (2016). A framework for Islamic advertising: Using Lavidge and Steiner’s hierarchy of effects model. Intellectual Discourse. 24(2), 273-294. https://www.researchgate.net/publication/31949 4621_A_framework_for_Islamic_advertising_Usi ng_Lavidge_and_Steiner's_hierarchy_of_effects_model

Pérez, A. (2014) Algunos falsos tópicos sobre el branding personal. En Collell, J., Recolons, G., Herms, A., Roca, X., Adán, P., Martínez, C., Segarra, F. (Coords.). Auténticos, relevantes, diferentes / Cuatro años de marca personal intensiva (13-16). Soymimarca, S.L.

Pineda, A. (2008). Un modelo de análisis semiótico del mensaje propagandístico. Comunicación: revista Internacional de Comunicación Audiovisual, Publicidad y Estudios Culturales, 1 (6), 32-45.

Pineda, A., Barragán, A. y Macarro, A. (2012). Semiótica de la propaganda: aplicación empírica de un modelo de análisis formal a portadas de prensa de la Guerra Civil Española. Anàlisi : quaderns de comunicació i cultura, 46, 49-68. DOI: https://doi.org/10.7238/a.v0i46.1676

Rincón, O. (2017). Ángel Beccassino:“la política es un entretenimiento”. Más poder local, (33), 30-33.

Sampieri, R., Collado, C., y Lucio, P. (1996). Metodología de la investigación. Nueva imagen. México.

Sartori, G. (1998) Homovidens La sociedad teledirigida. Taurus Pensamiento. Argentina.

Stolowicz, B. (2006). El desprestigio de la política: lo que no se discute. Ciencia Política, 1(1), 74-99. Disponible en https://dialnet.unirioja.es/servlet/articulo?codigo=4781 394

Downloads

Published

2023-08-17 — Updated on 2023-05-27

Versions

How to Cite

Resendiz Alvarado, S., Rodríguez Lucio, C. I., & Tovar, J. R. (2023). PERSUASIVE AND NARRATIVE ELEMENTS DETERMINING IN THE CREATION OF A MEDIA CHARACTER THROUGH THE USE OF PERSONAL BRANDING TO GENERATE AN IMPACT OF SOCIAL INFLUENCE REPRESENTED IN INCREASED VOTES WITHIN A POLITICAL CAMPAIGN. CASE STUDY: SAMUEL GARCÍA’S GOVER. FACE: Revista De La Facultad De Ciencias Económicas Y Empresariales, 23(2), 101–107. https://doi.org/10.24054/face.v23i2.2464 (Original work published August 17, 2023)

Issue

Vol. 23 No. 2 (2023)

Section

Artículos

License

Copyright (c) 2023 FACE: Revista de la Facultad de Ciencias Económicas y Empresariales

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.