Examinando por Materia "IMAGEN CORPORAL - ASPECTOS POLÍTICOS"

Mostrando 1 - 1 de 1
  • No hay miniatura disponible
    Publicación
    La imagen política como estrategia de comunicación : un análisis académico
    (Universidad EAFIT, 2025) Valencia Giraldo, Santiago; Bonilla Vélez, Jorge Iván
    Political image is a symbolic construct that reflects the values, beliefs, and proposals of a leader, a party, and an institution, becoming a key tool for connecting with citizens. In a context dominated by polarization, fake news, and citizen distrust, driven, supported, and effectively disseminated by social media, it is not enough for a public figure to deliver a good discourse, as was the case years ago; it is crucial to convey and generate sentiments, making them stand out and leaving aside the stigma attached to the public sphere, with a coherent communication narrative adapted to current codes. This article analyzes how technological evolution has transformed and influenced political communication and highlights pillars such as authenticity, coherence, and digital identity management. It is argued that a well-constructed political image is not just marketing, but an essential strategy for strengthening leadership, generating trust, and consolidating the relationship between representatives and those they represent in contemporary democracies. This article provides a theoretical explanation and its application in a case study, taking as reference the Departmental Assembly Member for Risaralda, Juan Carlos Valencia, which examines his communication style, both in the field and through digital channels, in order to generate an updated political brand positioning strategy.