Abstract

SEVILLA, Coca. Imagen Política: la estrategia que llegó para quedarse. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2021, n.97, pp.79-89.  Epub Oct 10, 2021. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi97.3936.

Currently the way of doing politics has changed. We are living in an environment of distrust and lack of credibility in politicians and parties. That is why it is increasingly complex to differentiate, generate value proposals for citizenship and project credibility and trust.

Therefore, attention is directed to the politician as such, regardless of the party he represents. This means that the tendency to differentiate and position the candidate or political actor becomes the strategy to follow. So from the hand of strategists in political image, you must generate a 360 strategy.

This work seeks to present the consultancy in political image as a serious, relevant and high-impact profession for a candidate, public or political official to generate positive perceptions in their public and position themselves as a benchmark with respect to their competence.

Keywords : Image; Political Image; Personal Image; Institutional Image; Personal Brand; Political Communication; Politics; Political Actors; Political Parties; Power; Positioning..

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