Impacto de la estrategia electoral de campaña a la alcaldía de San José de Cúcuta 2019. Caso: Jairo Tomas Yáñez Rodríguez
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2021
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El presente artículo analizó el impacto de la campaña al primer cargo del municipio, la alcaldía de Cúcuta adelanta en el periodo 2020 - 2023. Se revisaron los diferentes elementos y fases de la campaña electoral, así como la estrategia comunicacional, estrategia discursiva, la agenda política y de calle, el perfil del candidato, la estrategia de marketing político y el uso de las campañas de contraste y el presupuesto de campaña. Para lograrlo se describieron inicialmente las fases y elementos que componen comunicacionalmente una campaña electoral, se identificaron cuales estaban presentes en la campaña Jairo Yáñez y se analizó el impacto de estos respecto a los resultados electorales. Metodológicamente se subscribe a un enfoque mixto de investigación, se analizan pues datos cuantitativos y cualitativos extraídos de fuentes públicas como la Registraduría, cuentas claras, también informes internos de la campaña e información de terceros como Palestra Social Media, este articulo identificó las herramientas y la forma de trabajo de la campaña Jairo Yáñez como una campaña no tradicional que fue exitosa en tanto logro la mayor votación en 2019, privilegiando en términos de agenda y financiación la estrategia de calle (recorridos) y la estrategia en redes como mecanismo cada vez más importante en las campañas políticas contemporáneas.
Palabras clave: Campaña Electoral, Alcaldía de Cúcuta, Marketing político, Estrategia Electoral
This article analyzed the impact of the campaign for the first position of the municipality, the mayor of Cúcuta advances in the period 2020 - 2023. The different elements and phases of the electoral campaign were reviewed, as well as the communication strategy, discursive strategy, the agenda politics and street, the profile of the candidate, the political marketing strategy and the use of contrast campaigns and the campaign budget. To achieve this, the phases and elements that make up an electoral campaign were initially described, which ones were present in the Jairo Yáñez campaign and analyzed their impact on electoral results. Methodologically, it subscribes to a mixed research approach, quantitative and qualitative data extracted from public sources such as the Registry, clear accounts, also internal reports of the campaign and information from third parties such as Palestra Social Media are analyzed, this article identified the tools and the way of working of the Jairo Yáñez campaign as a non-traditional campaign that was successful as it achieved the largest vote in 2019, privileging in terms of agenda and financing the street strategy (tours) and the network strategy as an increasingly important mechanism in contemporary political campaigns
This article analyzed the impact of the campaign for the first position of the municipality, the mayor of Cúcuta advances in the period 2020 - 2023. The different elements and phases of the electoral campaign were reviewed, as well as the communication strategy, discursive strategy, the agenda politics and street, the profile of the candidate, the political marketing strategy and the use of contrast campaigns and the campaign budget. To achieve this, the phases and elements that make up an electoral campaign were initially described, which ones were present in the Jairo Yáñez campaign and analyzed their impact on electoral results. Methodologically, it subscribes to a mixed research approach, quantitative and qualitative data extracted from public sources such as the Registry, clear accounts, also internal reports of the campaign and information from third parties such as Palestra Social Media are analyzed, this article identified the tools and the way of working of the Jairo Yáñez campaign as a non-traditional campaign that was successful as it achieved the largest vote in 2019, privileging in terms of agenda and financing the street strategy (tours) and the network strategy as an increasingly important mechanism in contemporary political campaigns
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Palabras clave
Campaña electoral, Alcaldía de Cúcuta, Marketing político, Estrategia electoral, Electoral campaign, Cúcuta mayor's office, Political marketing, Electoral strategy
