Maestría en Comunicación Política (tesis)
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Publicación Los liderazgos femeninos en la política colombiana. Un análisis de las narrativas de las pre candidatas presidenciales 2026(Universidad EAFIT, 2025) Acevedo Serna, Natalia; Restrepo Echavarría, Nestor JuliánThis article analyzes the political communication narratives employed by three women who are emerging as presidential candidates in Colombia for the 2026 elections. The research focuses on their body language, tones, modulations, attire, and mannerisms, as well the messages they share and disseminate through their official social media channels. These elements are compared and contrasted with their media representation in the Colombian, in order to identify their discursive strategies and approaches.Publicación Nuevas estrategias de rendición de cuentas en el sector público : comunicación política para transformar la relación entre Estado y ciudadanía(Universidad EAFIT, 2025) Sierra Carrillo, Pablo Andrés; Restrepo Echavarría, Néstor JuliánThis article is based on experiences during the accountability processes in the Antioquia Governor's Office during the 2020–2023 period. Rather than providing a technical overview, it seeks to open a conversation about what accountability truly means in terms of political communication, open government, and citizen participation. It draws on a case study, informed by the author's role as a public servant, which exposes both the progress and the tensions that accompanied this process. It highlights achievements such as the use of digital strategies, the commitment to open data, and increasingly clear public communication. It also highlights gaps that continue to linger, such as the low level of effective citizen participation, despite the efforts. The article proposes thinking of accountability not only as a legal requirement, but as a communicative, symbolic, and emotional act, as a bridge between the institutional and the human. It can use strategies to increase citizen engagement through gamification, as a tool with the potential to renew current formats, bring people together, and help rebuild trust in institutions. Ultimately, this article is an invitation to rethink our ways of practicing democracy through everyday public management, in order to contribute to the debate on how to strengthen democracy through the everyday practices of public management.Publicación La disputa por el poder económico : las agendas mediáticas de El Colombiano y la revista Semana sobre la compra de las acciones del GEA por los Gilinski(Universidad EAFIT, 2025) Noreña Duque, Santiago; Machado Roldán, Juana; Bonilla Vélez, Jorge IvánThis article analyzes how Semana and El Colombiano covered the Gilinski Group's dispute against the GEA (Nov. 2021 - Dec. 2023). From political communication and the agenda setting model, it examines 50 articles to identify issues, actors and prioritized narratives. It finds that the media influenced the construction of social and political realities, and questions the limits of journalism and its neutrality in positioning economic actors.Publicación La imagen política como estrategia de comunicación : un análisis académico(Universidad EAFIT, 2025) Valencia Giraldo, Santiago; Bonilla Vélez, Jorge IvánPolitical 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.Publicación Estrategias de comunicación política digital en los concejos municipales : una propuesta para el ejercicio de los cargos corporativos en Colombia(Universidad EAFIT, 2025) Salazar Arango, Frally Marcela; Restrepo Echavarría, Néstor JuliánPublicación Símbolos y estilos : la intersección de la moda y la comunicación en el escenario político(Universidad EAFIT, 2025) Ordóñez Díaz, María Alejandra; Ramírez Vallejo, Dora AlejandraPublicación Ready for It? La nueva cultura swiftie y su influencia en el voto 2024(Universidad EAFIT, 2024) Agudelo Peña, Clara Patricia; Ramírez Vallejo, Dora AlejandraPublicación La figura del outsider político y la narrativa del polientretenimiento en el legislativo colombiano(Universidad EAFIT, 2024) Rubio Sarria, Manuela; Velásquez Hurtado, Omar MauricioPublicación De la comunicación pública a la comunicación política : un análisis de la estrategia comunicativa en los gobiernos de Envigado 2020-2024(Universidad EAFIT, 2024) Ángel Carvajal, Juan Sebastián; Restrepo Echavarría, Néstor JuliánPublicación La “biata”, la esposa y la puta : un estudio de narrativas de género en tres políticas antioqueñas(Universidad EAFIT, 2024) Monsalve Medina, Laura; Rincón, OmarPublicación Comunicar para gobernar : la comunicación de lo “político” para la implementación del Plan Integral de Seguridad y Convivencia Ciudadana PISCC de Medellín 2020- 2023(Universidad EAFIT, 2024) Agudelo Botero, Juan Diego; Restrepo Echavarría, Néstor JuliánPublicación La consultoría política en Colombia, un análisis del campo estratégico de la comunicación política(Universidad EAFIT, 2024) Cano Muñoz, Andrea; González Chavarría, Leidy Vanessa; Restrepo Echavarría, Nestor JuliánPublicación Comunicación pública con perspectiva de género. Análisis del caso de la Universidad EAFIT, 2019-2023(Universidad EAFIT, 2024) Mendoza Ortiz, Nathaly; Bonilla Vélez, Jorge IvánThis article examines the public communication strategies implemented by Universidad EAFIT from 2019 to 2023 with a gender perspective. Using a mixed-method approach, the study assessed gender representation and inclusion in the university's official website and Instagram posts. The results indicate a positive evolution in promoting gender equality, especially after the appointment of a female rector in 2021. However, significant disparities persist in female representation at the specialization and postdoctoral levels, as well as in leadership positions in STEM areas. The research highlights the need to implement proactive strategies to promote female leadership, develop mentorship and support programs for women in STEM, review and adjust recruitment and promotion processes, and ensure an integrated and coherent communication strategy. These recommendations are based on a detailed evaluation of the quantitative and qualitative data collected, as well as an interview with a female leader at the university.Publicación El cubrimiento mediático del Paro Nacional de la Revista Semana. Dimensión simbólica de la realidad, poder simbólico y medios de comunicación(Universidad EAFIT, 2024) Bedoya Moncada, Santiago; Bonilla Vélez, Jorge IvánPublicación La sanción social y el fenómeno de la cancelación política en Medellín : un análisis desde la comunicación política(Universidad EAFIT, 2024) Robledo Hernández, María Paulina; Restrepo Echavarría, Néstor JuliánPublicación La comunicación pública como apoyo a la solución a los problemas de ciudad : caso reducción de muertes por incidentes viales en Medellín(Universidad EAFIT, 2024) Fernández Sánchez, Andrés; Restrepo Echavarría, Néstor JuliánThe present research analyzes the communication campaign implemented by the Secretariat of Mobility to inform citizens about the speed limit change on 64C Avenue, known as Autopista Norte, in Medellín from 80 km/h to 50 km/h. It shows how, by using different tactics and keeping in mind public and government communication, the situation transitioned from a media crisis due to a lack of strategy to the successful adoption of the measure by various audiences. This support was crucial for achieving the goals set by the governmental measure.Publicación ¿Quiénes son y dónde están las mujeres trabajadoras que aportan a la cultura de Medellín? Un análisis al sector cultural y las políticas públicas de cultura en la ciudad con enfoque de género(Universidad EAFIT, 2024) Castañeda Henao, Rocío Marcela; Bonilla Vélez, Jorge IvánÍtem Voces de cambio : mujeres al frente, mujeres liderando(Universidad EAFIT, 2023) Yepes Gallo, Juanita; Zapata Pérez, Daniel Gustavo; Taborda Valencia, María Isabel; Silva Jaramillo, SantiagoThis investigation reviews and evidences the overview that female participation has for the Latin-American women under the participative governance approach. Understanding the challenge that inclusion represents for them in power spheres and doing an adequate literature review of the development that this phenomenon has had in the region to propose communication strategies directed to increase the feminine participation index while making inputs to the construction of a more fair and inclusive society. In addition to that, it will be carried out an interdisciplinary work with women and men that are leaders on different organizations in various fields to promote a dialogue with sufficient information about the challenges, learnings and opportunities that brings the feminine participationÍtem El Concejo de Medellín : percepción vs cifras(Universidad EAFIT, 2023) Rojas Álvarez, Julián Andrés; Monsalve Usuga, Héider Alexánder; Salazar Martínez, Carlos AndrésÍtem La comunicación en la gobernanza para el cambio climático - el caso del carbón en Amagá(Universidad EAFIT, 2023) Valencia Bedoya, Andrea del Mar; Cadena Gaitán, CarlosAfter the harmful effects of climate change, decarbonization through energy transition is projected as a great goal for the year 2050, and along this path, climate governance triggers collective actions and interactions which determine how power is exercised to care for the planet. This article, based on a qualitative-interpretive study, investigates the existence of communication conditions for a climate governance in Amagá, a coal mining municipality in the department of Antioquia.
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