Resumen

CICOWIEZ, Mariano. El pulso de la historia en campaña electoral. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2021, n.92, pp.98-112.  Epub 15-Ago-2021. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi92.3880.

The study of the election campaign held in Argentina in 2015 allows us to establish a number of regularities in the production structure of the still and in motion images officially launched by the Cambiemos [Let’s Change] political coalition. The composition of its visual and audiovisual structure represented an instance of obliteration of the itinerary in the history preceding Mauricio Macri’s presidential nomination. In this way, his image was recreated as one of a private citizen with a vocation for power and whose actions, as a businessman and a staff member on official duty, played no interference in the course of the recent Argentina. The collective memory promoted by the campaign devices reversed the emblem of his duties, and his nomination, therefore, has been vested with the benefit derived from novelty and renewal.In this regard, the use of fictionalization resources in how the staging of the various productions of propaganda was configured sub-stantiated the unit of measure which ruled the proselytizing communication operations.

Palabras clave : Election campaign; Candidate; Propaganda; Images; History..

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