Resumen

MENDOZA, Marina. “Bienvenidos al cambio”: la construcción de la imagen política de Sebastián Piñera (2009) y Pedro Pablo Kuczynski (2016). Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2022, n.112, pp.270-289.  Epub 01-Jun-2022. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi112.4104.

The increasing insertion of businessmen in the highest governmental spheres of Latin American countries has aroused a renewed interest in analyzing and understanding the modalities of building political leaderships, their tools and strategies.

This article proposes a comparative analysis of the political image building process of two exponents of the private-business sphere, the former Peruvian president Pedro Pablo Kuczynski (2016-2018) and the current Chilean president, Sebastián Piñera (2010-2014 / 2018-). It is intended to systematize this process, highlighting the combination of tools and tactics of communication, image and political marketing used to position them in the public sphere as representatives of a “new policy”.

Palabras clave : political image; leadership; businessmen; new right; change; Peru; Chile..

        · resumen en Español | Portugués     · texto en Español     · Español ( pdf )