Political marketing 3.0 and the use of political power by political parties in Spain
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Data de Publicação: | 2021 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | spa |
Título da fonte: | Sapienza (Curitiba) |
Texto Completo: | https://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/74 |
Resumo: | This article shows us the evolution of political marketing. From the 1.0 model, to the consolidation of the new 3.0 paradigm. The perversion of the markteing 3.0 model has been demonstrated due to the use that political parties make of the narratives present in post-truth as a way to increase their loyalty with the citizen, then the electorate, through the construction of hyperbolic and segmented messages. The starting point was the following general objective: to analyze whether the consolidation of the political marketing 3.0 model and its use by Spanish political parties was affected by the use of post-truth narratives. The work methodology used was qualitative and comparative analytical. The following instruments were used: direct observation, interviews, panel of experts and documentary review. The conclusions reached, as well as the work presented here, is the result of two complementary investigations: La aplicación del marketing político 3.0. El caso del éxito de Podemos y Ciudadanos en las elecciones de 2014,2015 y 2016 y Marketing político 3.0: Como Podemos, Ciudadanos y Vox han cambiado las reglas del juego. The results that we were able to extract are summarized in: (1) All Spanish political parties have incorporated post-truth into their speeches, favoring: polarization, radicalization and invisible enemies. (2) The intensity and volume of the messages conditioned by the Spanish political parties depend on the audience they want to capture. (3) The co-creation and construction of exciting messages has been replaced by a dystopian construction centered on the “search for the culprit”. |
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Political marketing 3.0 and the use of political power by political parties in SpainEl marketing político 3.0 y el uso de la posverdad por parte de los partidos políticos en EspañaO marketing político 3.0 e o uso da pós-verdade pelos partidos políticos na EspanhaMarketing 3.0Pós-verdadePartidos PolíticosRadicalizaçãoMarketing 3.0Post-truthPolitical PartiesRadicalizationMarketing 3.0PosverdadPartidos PolíticosRadicalizaciónThis article shows us the evolution of political marketing. From the 1.0 model, to the consolidation of the new 3.0 paradigm. The perversion of the markteing 3.0 model has been demonstrated due to the use that political parties make of the narratives present in post-truth as a way to increase their loyalty with the citizen, then the electorate, through the construction of hyperbolic and segmented messages. The starting point was the following general objective: to analyze whether the consolidation of the political marketing 3.0 model and its use by Spanish political parties was affected by the use of post-truth narratives. The work methodology used was qualitative and comparative analytical. The following instruments were used: direct observation, interviews, panel of experts and documentary review. The conclusions reached, as well as the work presented here, is the result of two complementary investigations: La aplicación del marketing político 3.0. El caso del éxito de Podemos y Ciudadanos en las elecciones de 2014,2015 y 2016 y Marketing político 3.0: Como Podemos, Ciudadanos y Vox han cambiado las reglas del juego. The results that we were able to extract are summarized in: (1) All Spanish political parties have incorporated post-truth into their speeches, favoring: polarization, radicalization and invisible enemies. (2) The intensity and volume of the messages conditioned by the Spanish political parties depend on the audience they want to capture. (3) The co-creation and construction of exciting messages has been replaced by a dystopian construction centered on the “search for the culprit”.Este artículo nos muestra la evolución del marketing político. Desde el modelo 1.0, hasta la consolidación del nuevo paradigma 3.0. Llegando a quedar demostrada la perversión del modelo del markteing 3.0 debido al uso que los partidos políticos hacen de las narrativas presentes en la posverdad como una forma de aumentar su fidelización con el ciudadano, luego electorado, mediante la construcción de mensajes hiperbólicos y segmentados. Se partió del siguiente objetivo general: analizar si la consolidación del modelo marketing político 3.0 y su uso por parte de los partidos políticos españoles, se vio afectado por la utilización de narrativas de propias de la posverdad. La metodología de trabajo utilizada fue la cualitativa y analítica comparativa. Se hicieron uso de los siguientes instrumentos: la observación directa, las entrevistas, el panel de expertos y la revisión documental. Las conclusiones alcanzadas, así como el trabajo que aquí se presenta, es el resultado de dos investigaciones complementarias: La aplicación del marketing político 3.0. El caso del éxito de Podemos y Ciudadanos en las elecciones de 2014,2015 y 2016 y Marketing político 3.0: Como Podemos, Ciudadanos y Vox han cambiado las reglas del juego. Los resultados que pudimos extraer se resumen en: (1) Todos los partidos políticos españoles han incorporado de la posverdad a sus discursos favoreciendo: polarización, radicalización y enemigos invisibles. (2) La intensidad y el volumen de los mensajes condicionados por los partidos políticos españoles dependen del público que quieran captar. (3) La co-creación y la construcción de mensajes ilusionantes, ha sido sustituido por una construcción distópica centrada en la “búsqueda del culpable”.Este artigo nos mostra a evolução do marketing político. Do modelo 1.0, à consolidação do novo paradigma 3.0. A perversão do modelo markteing 3.0 tem sido demonstrada devido ao uso que os partidos políticos fazem das narrativas presentes na pós-verdade como forma de aumentar sua lealdade com o cidadão, depois o eleitorado, por meio da construção de mensagens hiperbólicas e segmentadas. O ponto de partida foi o seguinte objetivo geral: analisar se a consolidação do modelo de marketing político 3.0 e sua utilização pelos partidos políticos espanhóis foi afetada pelo uso de narrativas pós-verdade. A metodologia de trabalho utilizada foi qualitativa e analítica comparativa. Foram utilizados os seguintes instrumentos: observação direta, entrevistas, painel de especialistas e revisão documental. As conclusões alcançadas, assim como o trabalho aqui apresentado, são o resultado de duas investigações complementares: La aplicación del marketing político 3.0. El caso del éxito de Podemos y Ciudadanos en las elecciones de 2014,2015 y 2016 y Marketing político 3.0: Como Podemos, Ciudadanos y Vox han cambiado las reglas del juego. Os resultados que pudemos extrair resumem-se em: (1) Todos os partidos políticos espanhóis incorporaram a pós-verdade em seus discursos, favorecendo: polarização, radicalização e inimigos invisíveis. (2) A intensidade e o volume das mensagens condicionadas pelos partidos políticos espanhóis dependem do público que desejam captar. (3) A co-criação e construção de mensagens emocionantes foi substituída por uma construção distópica centrada na “busca do culpado”.Sapienza Grupo Editorial2021-03-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed articleArtículo revisado por paresArtigo avaliado pelos paresapplication/pdfhttps://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/7410.51798/sijis.v2i1.74Sapienza: International Journal of Interdisciplinary Studies; Vol. 2 No. 1 (2021): Studies and interdisciplinary essays in Economics, Politics and Society; 66-85Sapienza: International Journal of Interdisciplinary Studies; Vol. 2 Núm. 1 (2021): Estudios y ensayos interdisciplinarios en Economía Política y Sociedad; 66-85Sapienza: International Journal of Interdisciplinary Studies; v. 2 n. 1 (2021): Estudos e ensaios interdisciplinares em Economia, Política e Sociedade; 66-852675-978010.51798/sijis.v2i1reponame:Sapienza (Curitiba)instname:Sapienza Grupo Editorialinstacron:SAPIENZAspahttps://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/74/20Copyright (c) 2021 R. Rebeca Cordero Verdugo , Laura Reyero Simónhttps://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessCordero Verdugo , R. Rebeca Reyero Simón, Laura 2021-03-30T18:36:58Zoai:ojs2.journals.sapienzaeditorial.com:article/74Revistahttps://journals.sapienzaeditorial.com/index.php/SIJISPRIhttps://journals.sapienzaeditorial.com/index.php/SIJIS/oaieditor@sapienzaeditorial.com2675-97802675-9780opendoar:2023-01-12T16:42:47.627029Sapienza (Curitiba) - Sapienza Grupo Editorialfalse |
dc.title.none.fl_str_mv |
Political marketing 3.0 and the use of political power by political parties in Spain El marketing político 3.0 y el uso de la posverdad por parte de los partidos políticos en España O marketing político 3.0 e o uso da pós-verdade pelos partidos políticos na Espanha |
title |
Political marketing 3.0 and the use of political power by political parties in Spain |
spellingShingle |
Political marketing 3.0 and the use of political power by political parties in Spain Cordero Verdugo , R. Rebeca Marketing 3.0 Pós-verdade Partidos Políticos Radicalização Marketing 3.0 Post-truth Political Parties Radicalization Marketing 3.0 Posverdad Partidos Políticos Radicalización |
title_short |
Political marketing 3.0 and the use of political power by political parties in Spain |
title_full |
Political marketing 3.0 and the use of political power by political parties in Spain |
title_fullStr |
Political marketing 3.0 and the use of political power by political parties in Spain |
title_full_unstemmed |
Political marketing 3.0 and the use of political power by political parties in Spain |
title_sort |
Political marketing 3.0 and the use of political power by political parties in Spain |
author |
Cordero Verdugo , R. Rebeca |
author_facet |
Cordero Verdugo , R. Rebeca Reyero Simón, Laura |
author_role |
author |
author2 |
Reyero Simón, Laura |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Cordero Verdugo , R. Rebeca Reyero Simón, Laura |
dc.subject.por.fl_str_mv |
Marketing 3.0 Pós-verdade Partidos Políticos Radicalização Marketing 3.0 Post-truth Political Parties Radicalization Marketing 3.0 Posverdad Partidos Políticos Radicalización |
topic |
Marketing 3.0 Pós-verdade Partidos Políticos Radicalização Marketing 3.0 Post-truth Political Parties Radicalization Marketing 3.0 Posverdad Partidos Políticos Radicalización |
description |
This article shows us the evolution of political marketing. From the 1.0 model, to the consolidation of the new 3.0 paradigm. The perversion of the markteing 3.0 model has been demonstrated due to the use that political parties make of the narratives present in post-truth as a way to increase their loyalty with the citizen, then the electorate, through the construction of hyperbolic and segmented messages. The starting point was the following general objective: to analyze whether the consolidation of the political marketing 3.0 model and its use by Spanish political parties was affected by the use of post-truth narratives. The work methodology used was qualitative and comparative analytical. The following instruments were used: direct observation, interviews, panel of experts and documentary review. The conclusions reached, as well as the work presented here, is the result of two complementary investigations: La aplicación del marketing político 3.0. El caso del éxito de Podemos y Ciudadanos en las elecciones de 2014,2015 y 2016 y Marketing político 3.0: Como Podemos, Ciudadanos y Vox han cambiado las reglas del juego. The results that we were able to extract are summarized in: (1) All Spanish political parties have incorporated post-truth into their speeches, favoring: polarization, radicalization and invisible enemies. (2) The intensity and volume of the messages conditioned by the Spanish political parties depend on the audience they want to capture. (3) The co-creation and construction of exciting messages has been replaced by a dystopian construction centered on the “search for the culprit”. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-03-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed article Artículo revisado por pares Artigo avaliado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/74 10.51798/sijis.v2i1.74 |
url |
https://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/74 |
identifier_str_mv |
10.51798/sijis.v2i1.74 |
dc.language.iso.fl_str_mv |
spa |
language |
spa |
dc.relation.none.fl_str_mv |
https://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/74/20 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 R. Rebeca Cordero Verdugo , Laura Reyero Simón https://creativecommons.org/licenses/by-nc-nd/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 R. Rebeca Cordero Verdugo , Laura Reyero Simón https://creativecommons.org/licenses/by-nc-nd/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Sapienza Grupo Editorial |
publisher.none.fl_str_mv |
Sapienza Grupo Editorial |
dc.source.none.fl_str_mv |
Sapienza: International Journal of Interdisciplinary Studies; Vol. 2 No. 1 (2021): Studies and interdisciplinary essays in Economics, Politics and Society; 66-85 Sapienza: International Journal of Interdisciplinary Studies; Vol. 2 Núm. 1 (2021): Estudios y ensayos interdisciplinarios en Economía Política y Sociedad; 66-85 Sapienza: International Journal of Interdisciplinary Studies; v. 2 n. 1 (2021): Estudos e ensaios interdisciplinares em Economia, Política e Sociedade; 66-85 2675-9780 10.51798/sijis.v2i1 reponame:Sapienza (Curitiba) instname:Sapienza Grupo Editorial instacron:SAPIENZA |
instname_str |
Sapienza Grupo Editorial |
instacron_str |
SAPIENZA |
institution |
SAPIENZA |
reponame_str |
Sapienza (Curitiba) |
collection |
Sapienza (Curitiba) |
repository.name.fl_str_mv |
Sapienza (Curitiba) - Sapienza Grupo Editorial |
repository.mail.fl_str_mv |
editor@sapienzaeditorial.com |
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1797051607078141952 |