El audiovisual como herramienta política. Persuasión electoral a través del discurso audiovisual utilizado en las campañas presidenciales en Colombia 2014

Abstract

This work corresponds to the analysis of political discourse audiovisual electoral purposes persuasion, transmitted through commercials for presidential campaigns Juan Manuel Santos and Oscar Iván Zuluaga in Colombia, 2014. There the resources used for this purpose are determined, how they relate to each other, and how they are routed to the primary objective, the intention to vote. For this, there are fundamental categories are: Communication as immersed in the audiovisual discourse guiding principle, political power, and supported in the electoral Persuasion, as the basis for the ultimate goal of political campaigns. From the above, a score that can be used to make a critical reading of political campaigns from the propagandistic audiovisual or be directors thereof, from there, the relationship with the construction of an electoral political culture is set to configure the country.