Los imaginarios sociales en dos spots electorales de la campaña 2013 en Venezuela: una aproximación a los mundos posibles

Pinto Martínez, Rafael U.

Los imaginarios sociales en dos spots electorales de la campaña 2013 en Venezuela: una aproximación a los mundos posibles

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Pinto Martínez, R. Los imaginarios sociales en dos spots electorales de la campaña 2013 en Venezuela: una aproximación a los mundos posibles. 2016. handle: http://hdl.handle.net/10230/28088

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Abstract

Political spot obtain the great possibilities of reaching and impacting the democratic societies, which are recoded innovatively as a core of the communication political marketing strategy. Politics is a constitutive reality of the society and the human condition, which makes this study valid. In this project we have proposed a qualitative and descriptive analysis in relation to the construction of socio-political imaginary in two political spot of the presidential campaign in 2013 in Venezuela. We start from the premise that within the political-electoral field the persuasiveideological ideas are created with a goal to mobilize the masses. We developed the strategies relying on the methodological protocol of the critical analysis of the political discourse and possible worlds of the audiovisual, which permitted us to analyze the construction of socio-political imaginary in political spots of Henrique Capriles Radonski and Nicolás Maduro Moros in 2013 in Venezuela. Finally, we conclude that social imaginary of Venezuelan society is divided into two visions.