Biblioteca Digital de VanguardiaUse of television spots in the elections: Paúl Granda’s campaign for the Mayoralty of Cuenca – 2009
The aim of this study is to demonstrate the importance of TV spots during electoral campaigns, which are used as professional strategies that can change the circumstances of candidates who are competing for citizens’ votes. In the Ecuadorian political context, particularly in the city of Cuenca, we...
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| Formato: | Revistas |
| Lenguaje: | Español |
| Publicado: |
Universidad Politécnica Salesiana (Ecuador)
2016
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| Acceso en línea: | https://universitas.ups.edu.ec/index.php/universitas/article/view/23.2015.01 |
| _version_ | 1782340170416128000 |
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| author | De Santis, Andrea |
| author_facet | De Santis, Andrea |
| author_sort | De Santis, Andrea |
| collection | Revista |
| description | The aim of this study is to demonstrate the importance of TV spots during electoral campaigns, which are used as professional strategies that can change the circumstances of candidates who are competing for citizens’ votes. In the Ecuadorian political context, particularly in the city of Cuenca, we analyzed five TV spots used by mayoral candidate Paul Granda during his first attempt to become mayor; this marked a change in electoral campaigns in Ecuador, from traditional to professional. The advertising used by Movimiento PAIS forced other political parties and candidates to radically change their strategy; this caused a strong impact in voters and demonstrated the consensus Ecuadorians had for President Rafael Correa in 2006. The study shows this change through Paul Granda’s campaign, the dependence of the movement and the contrasts of old and new tools in the development of professional campaigns that measure and plan impacts, perceptions and preferences. |
| format | Revistas |
| id | oai:revistas.ups.edu.ec:article-175 |
| institution | Universitas |
| language | Español |
| publishDate | 2016 |
| publisher | Universidad Politécnica Salesiana (Ecuador) |
| record_format | ojs |
| spelling | oai:revistas.ups.edu.ec:article-1752017-06-05T17:37:55Z Use of television spots in the elections: Paúl Granda’s campaign for the Mayoralty of Cuenca – 2009 Uso de los spots televisivos en las elecciones: la campaña politica de Paul Granda para la Alcaldía de Cuenca - 2009 De Santis, Andrea Elections representation political communication electoral campaign televisión spot political propaganda professional campaigns. Comunicación política campaña electoral spot televisivo propaganda política campañas profesionales. The aim of this study is to demonstrate the importance of TV spots during electoral campaigns, which are used as professional strategies that can change the circumstances of candidates who are competing for citizens’ votes. In the Ecuadorian political context, particularly in the city of Cuenca, we analyzed five TV spots used by mayoral candidate Paul Granda during his first attempt to become mayor; this marked a change in electoral campaigns in Ecuador, from traditional to professional. The advertising used by Movimiento PAIS forced other political parties and candidates to radically change their strategy; this caused a strong impact in voters and demonstrated the consensus Ecuadorians had for President Rafael Correa in 2006. The study shows this change through Paul Granda’s campaign, the dependence of the movement and the contrasts of old and new tools in the development of professional campaigns that measure and plan impacts, perceptions and preferences. El presente estudio pretende demostrar la importancia del uso de spots televisivos en campaña electoral, como parte de estrategias profesionales que cambian el escenario donde diferentes candidatos se disputan los votos de las y los ciudadanas/os. Partiendo de la realidad del contexto político ecuatoriano, en particular de la ciudad de Cuenca, se analizan cinco spots televisivos utilizados por el candidato Paul Granda en su primer intento de ganar la Alcaldía de Cuenca, y símbolo del cambio que marca la forma de hacer campaña electoral en Ecuador, de tradicional a profesional. La maquinaria propagandística puesta en marcha por el Movimiento PAIS, obliga los otros partidos y candidatos a dar un giro radical a su estrategia electoral, produciendo un fuerte impacto en los públicos votantes, y consagrando el consenso que los ecuatorianos habían manifestado por el Presidente Rafael Correa en 2006. En el estudio se muestra este cambio a través de la campaña del candidato Granda, de la dependencia del movimiento y de los contrastes que provocan viejas y nuevas herramientas en el desarrollo de campañas profesionales que miden y planifican impactos, percepciones y preferencias. Universidad Politécnica Salesiana (Ecuador) 2016-02-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://universitas.ups.edu.ec/index.php/universitas/article/view/23.2015.01 10.17163/uni.n23.2015.01 Universitas; No. 23: (july-december 2015); 15-34 Universitas; Núm. 23: (julio-diciembre 2015); 15-34 1390-8634 1390-3837 10.17163/uni.n23 spa https://universitas.ups.edu.ec/index.php/universitas/article/view/23.2015.01/645 Derechos de autor 2016 Universidad Politénica Salesiana |
| spellingShingle | De Santis, Andrea Use of television spots in the elections: Paúl Granda’s campaign for the Mayoralty of Cuenca – 2009 |
| title | Use of television spots in the elections: Paúl Granda’s campaign for the Mayoralty of Cuenca – 2009 |
| title_full | Use of television spots in the elections: Paúl Granda’s campaign for the Mayoralty of Cuenca – 2009 |
| title_fullStr | Use of television spots in the elections: Paúl Granda’s campaign for the Mayoralty of Cuenca – 2009 |
| title_full_unstemmed | Use of television spots in the elections: Paúl Granda’s campaign for the Mayoralty of Cuenca – 2009 |
| title_short | Use of television spots in the elections: Paúl Granda’s campaign for the Mayoralty of Cuenca – 2009 |
| title_sort | use of television spots in the elections: paúl granda’s campaign for the mayoralty of cuenca – 2009 |
| url | https://universitas.ups.edu.ec/index.php/universitas/article/view/23.2015.01 |