Maestría en Comunicación Política (tesis)
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Examinando Maestría en Comunicación Política (tesis) por Autor "Ciro Martínez, Lina Marcela"
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Publicación Campañas electorales en escenarios subnacionales : estrategia, territorio y liderazgo en la disputa por la Alcaldía de Rionegro, Antioquia(Universidad EAFIT, 2026-05-15) Ciro Martínez, Lina Marcela; Restrepo Echavarría, Néstor JuliánThe present study analyzes how electoral campaigns are designed and executed in subnational contexts, starting from the case of the municipality of Rionegro (Antioquia, Colombia) in the period 2015-2023. The research proposes a comprehensive strategic model for campaign planning and management, built from empirical evidence and based on the articulation between political communication, territorial analysis and campaign organization. Unlike approaches that conceive campaigns as a set of tactics or isolated tools, this study demonstrates that their effectiveness depends on the strategic coherence between four interrelated dimensions: (1) territoriality, (2) political communication, (3) digital ecosystem and (4) leadership. In this framework, the campaign is understood as an integrated architecture of production of legitimacy, ordering of meaning and construction of credibility. Methodologically, the research takes a qualitative approach with triangulation of sources, combining semi-structured interviews with campaign actors, analysis of visual material and review of open sources. This approach makes it possible to identify not only practices, but also explanatory mechanisms of electoral effectiveness at the local level. The results show that successful campaigns in Rionegro are structured from: (i) the construction of coalitions and territorial networks that operate as symbolic capital, (ii) the definition of dominant narrative frameworks (framing) that simplify political competition, and (iii) the production of credibility situated through recognizable territorial practices. These elements are underpinned by coherent leadership, understood not only as a communicative attribute, but as a source of social trust and political legitimacy. Based on these findings, the study formulates a strategic proposal applicable to subnational campaigns, which translates evidence into an operational structure that integrates territorial diagnosis, communication architecture and campaign organization. In conclusion, the research provides an analytical reading of local campaigns that goes beyond the instrumental approach, conceptualizing them as complex political processes where language, culture, territory and power are articulated.