Campañas electorales y publicidad política en el Reino Unido

  1. Rúas Araújo, José
Revista:
Redmarka: revista académica de marketing aplicado

ISSN: 1852-2300

Ano de publicación: 2012

Número: 8

Páxinas: 3-39

Tipo: Artigo

DOI: 10.17979/REDMA.2012.01.08.4730 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Outras publicacións en: Redmarka: revista académica de marketing aplicado

Resumo

Tras una contextualización del papel de los medios y la observación de la acusada influencia de los actores políticos y mediáticos en medio de la creciente profesionalización de la comunicación política, este artículo muestra las campañas electorales llevadas a cabo en el Reino Unido durante las cuatro últimas legislaturas, tres bajo el gobierno laborista (1997, 2001 y 2005) y la última, ganada por los conservadores (2010). Un repaso por los cambios y evolución experimentados en dos décadas a través del análisis descriptivo de las estrategias de comunicación y la publicidad electoral de laboristas, tories y liberal-demócratas, cuya creatividad se alimentó sobre la discusión de la progresiva americanización de las campañas, centradas en la negatividad y personalización de a imagen los líderes.

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